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Finding the Voice of Your Organizational Brand

  1. 1. Finding the Voice of Your Organization’s Brand Strategic Internal Branding | Scottsdale, AZ | April 30, 2016 | Paul Barton, ABC
  2. 2. TALK TO YOUR EMPLOYEES LIKE YOU WANT THEM TO TALK TO YOUR CUSTOMERS
  3. 3. WORDS MAKE YOU THINK TONE MAKES YOU FEEL
  4. 4. ˜  Parental – we know best ˜  Legal – precise, stilted ˜  Directive – task-oriented, dictatorial ˜  Traditional Business – impersonal, archaic ˜  Informational – objective, standardized, sanitized ˜  Promotional – selling by pseudo excitement Organizational Tones
  5. 5. Underline bold ALL CAPS Promotional Tone - If it’s boring, just add more exclamation marks!!!!!!!!!!
  6. 6. Partnership Tone
  7. 7. Authentic First person Conversational Warm Positive Short, simple words Contractions Tells why Tells WIIFM
  8. 8. There are 259 stores that have not yet provided us group participant information for the Santa Claws promotion. These forms were due Nov. 10. We must have them returned IMMEDIATELY! Failure to do so will result in no payment. Attached is a list of those that have complied and those that have not. Thank you for your cooperation in this matter. Before
  9. 9. Making a List and Checking it Twice: 259 stores have not yet provided their group participant info for the Santa Claws promo. They’re waaaaay overdue folks and we must have the complete info to pay Santa’s little helpers. So, no info means no Santa Claws money (not even a lump of coal). Attached is list of who’s been naughty and who’s been nice. Questions? Chief Elf Julie Schmaltz has all the answers. Call her at her North Pole office, ext. 2826. After
  10. 10. Whose Voice? ˜ The voice of management? ˜ The voice of employees? ˜ The voice of the company? ˜ The Voice of the Brand
  11. 11. Voice of the Brand Who you are Who you want to be
  12. 12. Aspirations Inspirations Personifications
  13. 13. TOOLS Internal Style Guide Brand Vocabulary Graphic Standards Guiding Principles Personified Brand Tone Definition
  14. 14. Internal communicator who finds the Voice of Brand finds unstoppable power within.

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