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Behaving is believing. Internal

Communication

Increased

Brand Knowledg e

Workforce

Build a brand-driven culture with your employees.

Better

Employee Retention

Better

Employee Engagement

Higher Customer Satisfaction

Better Bottom Line


Your people are your brand. The face of your brand can be seen in your employees’ faces. It’s how they greet customers, answer their questions, prospect for business and deliver your services. In fact, 75% of customers’ perceptions about a company are determined by their experience with its employees. Even if your workers never go beyond the factory floor, you depend on all your employees to keep your company’s promise with your customers. To truly make your brand part of your company’s culture, you have to make it personal for your employees. That means translating strategy into everyday actions. So, whether they’re meeting across a desk, working on the phone or chatting over their neighbor’s fence, your people will take pride in being the face of your brand.


Your people are your brand. The face of your brand can be seen in your employees’ faces. It’s how they greet customers, answer their questions, prospect for business and deliver your services. In fact, 75% of customers’ perceptions about a company are determined by their experience with its employees. Even if your workers never go beyond the factory floor, you depend on all your employees to keep your company’s promise with your customers. To truly make your brand part of your company’s culture, you have to make it personal for your employees. That means translating strategy into everyday actions. So, whether they’re meeting across a desk, working on the phone or chatting over their neighbor’s fence, your people will take pride in being the face of your brand.


Branding on the inside is good for business on the outside. When employees understand their brand better, they’re more likely to be engaged with their company and more productive at work. A recent Gallup survey proves the connection between internal employee engagement and profitability. Disengaged employees cost an estimated $300 billion a year in lost productivity to the U.S. economy. Studies like this one show the value of your employees to your company’s brand. CoreBrand can show you how hard your brand is working for your company. We maintain the world’s largest continuous brand benchmark and tracking system called the Corporate Branding Index®. Tracking corporate brands since 1990, we measure and track the impact a brand has on business, including the effectiveness of brand-building efforts and their impact on financial performance. Our study reveals that companies consistently ranking high in Fortune’s Best Places to Work pay close attention to informing their employees about their brand. Companies like Cisco, Wegman’s, Edward Jones and Methodist Hospital Systems all know that the more clarity they have about their brand with employees, the more it can lead to increased employee engagement. The bottom line on employee engagement? A better bottom line on the balance sheet.


Branding on the inside is good for business on the outside. When employees understand their brand better, they’re more likely to be engaged with their company and more productive at work. A recent Gallup survey proves the connection between internal employee engagement and profitability. Disengaged employees cost an estimated $300 billion a year in lost productivity to the U.S. economy. Studies like this one show the value of your employees to your company’s brand. CoreBrand can show you how hard your brand is working for your company. We maintain the world’s largest continuous brand benchmark and tracking system called the Corporate Branding Index®. Tracking corporate brands since 1990, we measure and track the impact a brand has on business, including the effectiveness of brand-building efforts and their impact on financial performance. Our study reveals that companies consistently ranking high in Fortune’s Best Places to Work pay close attention to informing their employees about their brand. Companies like Cisco, Wegman’s, Edward Jones and Methodist Hospital Systems all know that the more clarity they have about their brand with employees, the more it can lead to increased employee engagement. The bottom line on employee engagement? A better bottom line on the balance sheet.


Internal

Communication

Brand Knowledg e

Increased

Workforce

Turn information into action. To make your brand more than marketing mush, you need to inform, teach and engage your employees so they can understand, and learn how to act on-brand.

Better Employee Retention

Better Employee Engagement

CoreBrand approaches the challenge of turning information about your brand into employee actions by following some simple guidelines:

Higher Customer Satisfaction

• K  now your audience. Understand what your employees need to know, who influences them and how they learn. • Put  a team in charge. A multi-disciplinary team representing branding, HR, training and internal communication will give you more insight and guidance. • Make a commitment. An employee engagement program needs top-level buy in from senior leaders. You can’t start and stop halfway through. • C  ommunicate early and often. Information is powerful. Timely and consistent responses to project deliverables will keep things moving. • E  xpect a loud response. Channel the support of dedicated and engaged brand allies to lead those in the middle. Ignore the naysayers. • M  ake the investment. Employee engagement requires an investment of time, effort and money.

Better Bottom Line

• E  ngage your whole company. Everyone must be involved. Branding is everyone’s responsibility — from the top down and the bottom up.


Internal

Communication

Brand Knowledg e

Increased

Workforce

Turn information into action. To make your brand more than marketing mush, you need to inform, teach and engage your employees so they can understand, and learn how to act on-brand.

Better Employee Retention

Better Employee Engagement

CoreBrand approaches the challenge of turning information about your brand into employee actions by following some simple guidelines:

Higher Customer Satisfaction

• K  now your audience. Understand what your employees need to know, who influences them and how they learn. • Put  a team in charge. A multi-disciplinary team representing branding, HR, training and internal communication will give you more insight and guidance. • Make a commitment. An employee engagement program needs top-level buy in from senior leaders. You can’t start and stop halfway through. • C  ommunicate early and often. Information is powerful. Timely and consistent responses to project deliverables will keep things moving. • E  xpect a loud response. Channel the support of dedicated and engaged brand allies to lead those in the middle. Ignore the naysayers. • M  ake the investment. Employee engagement requires an investment of time, effort and money.

Better Bottom Line

• E  ngage your whole company. Everyone must be involved. Branding is everyone’s responsibility — from the top down and the bottom up.


We know how to engage your employees with your brand. Every company has the potential for creating a corporate culture to represent its distinctive brand. Our distinctive approach to employee engagement recognizes what makes your culture unique, so we can build a program that works specifically for you. Cultural assessment Candid, unvarnished and with positive direction, our cultural assessments develop a sharper picture of your employees because we know the right questions to ask. We’ll learn what they think, where they get their information, what engages them on their job and how they learn. Most of all, we learn how to make the brand relevant to them. Brand behavior definition Using our proprietary brand behavior workshop process, we work closely with your employees to help them define those behaviors that will demonstrate your brand values through their daily jobs. Our brand behavior workshops harness the power of individual action through business cases to bring the brand to life. Brand education With our live and online training programs, our clients’ employees learn about their brand and how to express it with a curriculum that is relevant and appropriate to the different levels of sophistication and interest. Incorporating multi-media and dynamic group discussion, our brand training material is both lively and engaging. Internal communication Through our integrated message maps, we help you communicate across your entire system. By developing the right messages, we can help you create the perfect internal media mix to reach your people with the right frequency and consistency. Human resources CoreBrand can help capture your true brand voice and corporate culture in distinctive recruitment and on-boarding material. Defining and measuring positive brand behaviors through performance evaluations enhances your HR department’s ability to shape the brand every day.

Service is my passion.


We know how to engage your employees with your brand. Every company has the potential for creating a corporate culture to represent its distinctive brand. Our distinctive approach to employee engagement recognizes what makes your culture unique, so we can build a program that works specifically for you. Cultural assessment Candid, unvarnished and with positive direction, our cultural assessments develop a sharper picture of your employees because we know the right questions to ask. We’ll learn what they think, where they get their information, what engages them on their job and how they learn. Most of all, we learn how to make the brand relevant to them. Brand behavior definition Using our proprietary brand behavior workshop process, we work closely with your employees to help them define those behaviors that will demonstrate your brand values through their daily jobs. Our brand behavior workshops harness the power of individual action through business cases to bring the brand to life. Brand education With our live and online training programs, our clients’ employees learn about their brand and how to express it with a curriculum that is relevant and appropriate to the different levels of sophistication and interest. Incorporating multi-media and dynamic group discussion, our brand training material is both lively and engaging. Internal communication Through our integrated message maps, we help you communicate across your entire system. By developing the right messages, we can help you create the perfect internal media mix to reach your people with the right frequency and consistency. Human resources CoreBrand can help capture your true brand voice and corporate culture in distinctive recruitment and on-boarding material. Defining and measuring positive brand behaviors through performance evaluations enhances your HR department’s ability to shape the brand every day.

Service is my passion.


What our clients say about CoreBrand’s brand culture programs.

It was a pleasure to work with CoreBrand on our recruitment campaign “When Can You Start,” which supported a growth strategy that was driving an urgent need to attract talented people to our company. CoreBrand produced a communications plan with different key messages and selling points for different recruiting segments, as well as advertising templates that we used in different media. Peter Jakobsen Head of HR AMI Region APM Terminals, Dubai, UAE

Methodist Le Bonheur engaged CoreBrand to help us clarify our brand platform. CoreBrand’s recommendation to assess our employees’ perspectives was critical to the process. The results helped us create a more engaging brand that is both credible and compelling to all key audiences -  especially to our employees. Credit goes to the experts at CoreBrand for leading our brand team through that process. Lee Meyers Corporate Director, Marketing and Communications Methodist Le Bonheur Healthcare, Memphis, Tennessee

CoreBrand was instrumental at helping us create a fully integrated and organic employee Brand Engagement Program. CoreBrand's work led to an even more cohesive and focused leadership team. And, by working well with all levels of

our organization, from executive vice-presidents to tellers, they were able to create "real

life" brand definitions that were relevant and meaningful to all employees.

Nancy Benben First Vice President, Director of Marketing Communications NewAlliance Bank, New Haven, Connecticut


What our clients say about CoreBrand’s brand culture programs.

It was a pleasure to work with CoreBrand on our recruitment campaign “When Can You Start,” which supported a growth strategy that was driving an urgent need to attract talented people to our company. CoreBrand produced a communications plan with different key messages and selling points for different recruiting segments, as well as advertising templates that we used in different media. Peter Jakobsen Head of HR AMI Region APM Terminals, Dubai, UAE

Methodist Le Bonheur engaged CoreBrand to help us clarify our brand platform. CoreBrand’s recommendation to assess our employees’ perspectives was critical to the process. The results helped us create a more engaging brand that is both credible and compelling to all key audiences -  especially to our employees. Credit goes to the experts at CoreBrand for leading our brand team through that process. Lee Meyers Corporate Director, Marketing and Communications Methodist Le Bonheur Healthcare, Memphis, Tennessee

CoreBrand was instrumental at helping us create a fully integrated and organic employee Brand Engagement Program. CoreBrand's work led to an even more cohesive and focused leadership team. And, by working well with all levels of

our organization, from executive vice-presidents to tellers, they were able to create "real

life" brand definitions that were relevant and meaningful to all employees.

Nancy Benben First Vice President, Director of Marketing Communications NewAlliance Bank, New Haven, Connecticut


www.corebrand.com

New York 122 West 27th Street 9th Floor New York, NY 10001 212 329-3030 212 329-3031 Fax

Los Angeles 1615 Westwood Blvd Suite 205 Los Angeles, CA 90024 310 479-7333 310 479-7433 Fax


Branding is Believing