The slides from our webinar How to Align Internal Teams Behind your Brand Positioning.

1. How to Align Internal Teams Behind Your Brand
© 2012 GlobusMedia Ltd

2. Social Media
2
@brandworkzworld Brandworkz
Jens Lundgaard
Abigayle Norman
Brandworkz
 Find us on social media
 Use the hashtag #aligninternalteams

3. Internal buy-in to your brand is critical
.

4. Key Challenges Brand Communication Challenges
Promote and Educate
Align Internal Teams Behind your Brand
Positioning.
Share and Distribute Govern and Automate
Increase th.e power of your marketing
and brand materials
Promote your brand consistently
across multiple markets and channels

5. Key Challenges Brand Communication Challenges
Promote and Educate
Align Internal Teams Behind your Brand
Positioning.
Share and Distribute Govern and Automate
Increase th.e power of your marketing
and brand materials
Promote your brand consistently
across multiple markets and channels

6. Brandworkz for Brandworkz
6

7. Promote and Educate
Aligning the internal to educate the external

8. Brand Alignment Framework
8
Brand Believers
(Customers)
Brand Visionaries
(Management)
Co-create customer
experience: Deliver
on value propositions
Brand Providers
(Employees)
External marketing:
Promises on value
propositions
Value Proposition
Delivery
Enable & Facilitate
promises about value
propositions

9. 9
 Icebreaker retails in 44 countries,
2,000 of retail outlets
 Sales staff in outlets, marketing
staff in different territories
 Lack of product knowledge at
retailer level
 Inconsistent, marketing, POS
materials used
 Inconsistent stories told by sales
staff
 High price point requires consistent
communication to justify it

10. Give employees the tools they need
Central Platform for all Brand Materials
10

11. Communicate your brand story
11
Have consistent and frequent communication with your employees

12. Build a brand army
12
Don’t become focused solely on the external

13. Icebreaker’s ROI
13
Before Brandworkz After Brandworkz Approx.
value/year
80 ad-hoc requests/briefs per
month
4 ad-hoc requests per month $ 100,000
Time-to-market for new collections/products reduced by 1 month $ 2,000,000
Use of out-of-date/licence
imagery
These problems virtually
eradicated
Undisclosed
($tens
thousands)
Marketing and creative department can now concentrate on
creating strategic, highly-effective marketing toolkits for
retailers, thereby increasing sales
Undisclosed
($millions)

14. Internal Brand Alignment Equation
Internal brand alignment
=
Engaged, productive, & focused employees
=
Delighted and loyal customers
14

15. Key Takeaways
1. Make each individual employee the focus
2. Tell your employees your brand story
3. Don’t forget about your internal brand ambassadors
15

16. 16
OUR WOOL FACTORY

17. Q&A

18. Get in touch
18
Questions, comments or to book a demo.
+44 (0) 20 7288 9700
www.brandworkz.com
Abigayle.norman@brandworkz.com