Re branding the company

Building robust corporate brand
and
the image
17/11/2017;
v.2.0 Marketing- corporate branding 1
Dr. E. J. Sarma

What will be covered
• Corporate branding- internal/external
• Benefits of C-branding
• Do You need brand ambassadors?
• Case example –Starbucks, Marriott etc
• What next ?
March 24, 2009Marketing- corporate branding 2

Back Ground
This presentation was made to a group of
senior level executives in an IT organization
with 15 year legacy
Had established a reasonable revenue level
Faced stunted growth and declining profits
Was at the fork – mid life crisis

The company had split
Perception of own image both
internally and externally
CEO’s view “the image was not what
the company was .”
Reality check revealed that the change
must happen within..
How to change the perception?

Crucial Question-Why this
conversation now?
• A dip stick survey shows that many customers perceive the
company to be technical Staffing /resource provider.
• While CEO thought they are a High Level Consulting
company
• Questions raised in the minds leaders “is that perception
something to retain for ever or change the image
and examine the reasons and figure out a change process”
Giveus clearvisionthat wemayknow wheretostandandwhat tostandfor- because
unless westandforsomethingweshall fall foranything”peterMarshallTV show host

Branding
• To understand branding, it is important to know
what brands are.
• A brand is the idea or image of a specific product or
service that consumers connect with
• The name, logo, slogan, or design etc add to the idea
or image.

These logos invoke the company
image in the minds

Everyone associates maharaja
with airindia

• Branding often takes the form of a recognizable
symbol to which consumers easily identify,
• Common examples include the Nike "swoosh," the
golden arches of McDonald's and the apple used by
Apple Computers.

Brand Position
• Brand positioning has been defined by Kotler as
“the act of designing the company's offering and
image to occupy a distinctive place in the mind of
the target market”.
• In other words, brand positioning describes how
a brand is different from its competitors and where,
or how, it sits in customers' minds

THE BRAND STORY
• If every one has to enjoy dealing with us
Do we have a story worth telling or worth listening?

what we are and what we want to be
or is it what we think to be?
• The Questions we asked ?
• Being top BI Consulting Company in the world
can it be the president’s dream only?
• Whose vision anyway?
One man’s dream?
• Is it inspiring enough?
• Principle of shared vision
One person with a belief is equal to a force of
ninety-nine who have only interests.”

• If we perceive our self as manpower resource
provider then we shall continue be one
• We need to have our own mental map .
as TOP BI consulting company
and we need to hold that image in our own mind
before every interaction with our stakeholders
““We are limited, not by ourWe are limited, not by our
abilities, but by our vision.”abilities, but by our vision.”

Who builds the brand?
• Especially the sales guys
• Recruiters
• And every employee who interacts with others

Proving the point
• Do you Have identity crisis in
people’s mind?
• Is it double vision or double
image?

Old or young?

The Pygmalion Effect-
let us understand
the psychology
• Pygmalion was the prince of Cyprus
and sculptor he was woman hater
• How the paradigm shifted?
• He carved a beautiful female statue
Galatea with all passion
• He loved the statue so much that she
came to life because Aphrodite
breathed life
• Moral – people will become what we
want them to become

Is it how one behaves or
how we treat one determines the behavior?
• “the difference between a lady and a flower girl is not how
she behaves but how she’s treated.
• “ I shall always be a flower girl to Professor Higgins,
because he always treats me as a flower girl, and always
will, but I know I can be a lady to you because you always
treat me as a lady, and always will.”
Eliza Doolittle my fair lady by Bernard Shaw

The psychology – How it works
• We form certain mental maps
• We communicate those ideas
with our various cues.
• People tend to respond to these
cues
by adjusting their behaviour to
match them.
• The result is that the original
expectation
becomes true.
• This creates a circle of self-
fulfilling prophecies.

• If we think of people as X skill or Y skill we shall always
believe that we are an organization which is a
collection of people with those skills.
We shall continue to treat them as such and never ever
allow them to be expert consultant
• Just like the flower girl and society lady in Eliza
Doolittle

• If the sales cues are in the direction of resource
provider then we shall be that
and world will perceive us to be that
• The current paradigm needs to shift

ignore it or embrace it
“Right now, our customers are
perceiving us in a particular way”.
This is our own creation.

Perception is reality – can we ignore
it?
• “When you meet someone for the first time, or walk
into a house you are thinking of buying, or read the first
few sentences of a book, your mind takes about two
seconds to jump to a series of conclusions.”
• Malcolm Gladwell Author of “Blink”

“Mental models”
• are deeply ingrained assumptions, generalizations, or
even pictures or images that influence how we
understand the world and how we take action.

Mental Model
• The discipline of working with mental models
starts with turning the mirror inward;
learning to unearth our internal pictures of
the world, to bring them to the surface and
hold them rigorously to scrutiny.

Brand Image by design or default?
• Brand identity cannot be left to
chance
• It has to be first created in the
mind and then put outside

Benefits of a strong brand
image
• Creates high affiliation in the internal community
• Attraction and retention of employees easier
• Strong brand image receives a lot of publicity
• Increases customer loyalty and referrals
• Increases market share for target market
• Provides a platform for growth
• Easier to support the brand promise

Mental Model
• It also includes the ability to carry on
"learningful" conversations that balance
inquiry and advocacy, where people expose
their own thinking effectively and make that
thinking open to the influence of others. Peter
senge ----Fifth Discipline

Effective branding
• A well positioned brand can
continuously deliver benefits that meet
and exceed customer expectations
• Brand is relevant to defined audiences
• Brand’s services can be in alignment
with specific market need

Effective branding
• Brand helps in differentiated and
credible message
• Brand image architecture can be clean,
clear and intuitive

WHY INTERNALBRANDING?

Shut down starbucks??!! they did
it for what
Howard Schultz shut down all US
stores for 3 hours.
Why?
To retrain staff to properly to execute
Starbuck’s unique brand position.

Customers are in the driver’s seat
not you

The Marriott message –the brand promises next
generation comfort zone and not a hotel room

Can a hospital be differently positioned ?
Can hospital become better than home?

The brand creates very strong exceptional messages

• The story is so inspiring
• Kemmons Wilson, Holiday Inn founder did, and
what a life and a lesson his story became. On a road
trip with his young family in 1951, Wilson found
himself forced to lodge his family in grimy tourist
camps and feed them at greasy spoon cafes.
• He resolved to create something better: a motel
chain dedicated to cleanliness and conformity.

• He built a national chain of places where families
could expect exactly what they experienced at their
last Holiday Inn visit: the same soap, the same towels,
the same gloriously chlorinated swimming pool, the
same big clean rooms and the same kid-friendly
atmosphere. And, of course, he put a fantastic neon
sign out front that became a welcome symbol to
millions of families, an open invitation to see the
USA in your Chevrolet.

• Holiday Inn isn’t just lodging. It’s a powerful brand,
where you sleep in a bed of twigs constructed out of
familiar experiences. As long as things stay the same,
or perhaps get better, then your expectations are
met.
• It’s sort of like managing the peace, which is always
harder than fighting the war. Keep it the same, try to
make it better, but don’t make it worse by doing
either. A brand has a lot of moving parts.

Why do we need internal branding ?
• Strong brand message starts inside out
and
• it starts with a strong self image

HOW CAN WE DO IT?
Everyday day by day
Educate and imbibe
Communicate brand at every opportunity
Motivate people to talk about the brand
Activate
And do it the next day all over again

EDUCATE
Get the brand message-
What you are –
at every point of
interaction with
employees, customers,
media etc

Need to communicate all the time
same message
•In CEO’s talkIn CEO’s talk
•Staff meetingsStaff meetings
•Every mail that goes outEvery mail that goes out
•Candidate contacts byCandidate contacts by
recruitersrecruiters
•Training sessionsTraining sessions
•One on one sessionsOne on one sessions
•Mentoring meetingsMentoring meetings
•Bulletin boardsBulletin boards
•SuggestionSuggestion boxes/surveysboxes/surveys

MOTIVATE-How ?
Let us Create BuzzLet us Create Buzz
about new brand andabout new brand and
identityidentity
Reward and RecognizeReward and Recognize
Constant BrandConstant Brand
promotion effortspromotion efforts
And do it all withAnd do it all with aa
smilesmile

Create internal brand
CHAMPIONS
We need Empowered keyWe need Empowered key
managers/employees tomanagers/employees to
champion the campaignchampion the campaign
Implement Brand BootImplement Brand Boot
CampCamp
Monthly workshopsMonthly workshops
Image checkupsImage checkups
Nurture itNurture it

7-STEPS TO SUCCESS
Step 1 –launch
 This meeting with the, team and HR.
This is critical.
 Ensure that we understand how
important it is for ALL to be positive and
excited about the image rebuilding process.
After all, if WE aren’t excited, how do we
expect employees to be excited.
This needs to come from top down.
let us be Brand champions./ambassadors

Step 2 –
• Plan a campaign to launch
brand communication
internally. Posters, message
boards , Saama vani etc,
• create talking points, creative
and strategic rationales (why
we are doing this) and a
review of the campaign
materials and retune
•

Step 3 –
• conduct periodic
internal
assessment to
establish
benchmark. show
results prior to
launch and 6
months after
launch date. March 24, 2009Marketing- corporate branding 48

STEPS TO SUCCESS-4
conduct brand champion
workshops
develop the brand message
standards guide. this will
be important to keep everyone on
the same page and keep “garbage”
to minimum.
identify nurture brand
champions – have champions
autograph the brand promise.

• Step 5 – Schedule training by HR
• Step 6– Ongoing audits. To not let the
fire burn out.
• Step 7 – check if everyone gets
motivated!!

A GREAT MAN ONCE SAID….
• The brand champions have two and
only two basic functions,
• Marketing and communication.
• “Marketing to produce results
communication to produce the right
energy…all the rest are costs.”

Champions need to get the same
clarity
“I believe that as the CEO, I truly am responsible and
accountable for nurturing, growing and protecting the
brand of this company. I don't own the brand, I don't
define the brand, but I am responsible for nurturing,
growing and protecting it.”
Todd Linden, CEO
• Grinnell Regional
Medical Center

RESPONSIBILITIES AS BRAND
CHAMPION
• Ensure that you share the CEO’s Vision
• Ensuring that the brand communication is with consistency and
integrity
• Ensure the brand radiates our mission, vision and promise
• Maximize and leverage brand differentiation

Brand champions
• ALIGN CORPORTAE STRATEGY WITH
BRAND STRATEGY-plan the business mix in
such away we transform to conform to the
image as TOP BI company
• Creating and sustaining organization-wide passion
for the brand
• Maximize awareness with the brand

What a Brand is?
• Remember that it’s not just a logo or an ad. It’s an
experience, and all the stuff ad agencies do is just a
reflection of that experience, a small part of what
David Ogilvy called “the complex symbol of the
brand.

GOOD TO READ
“Employment branding is on the frontier of
strategic HR thinking because no other ‘people
strategy’ has a greater long-term impact on
recruiting and retention. This book provides a
compelling case as well as the required steps
for utilizing internal employment branding to
emotionally tie workers to their employer. It is
simply the best book on internal employee
branding, period!”
--Dr. John Sullivan, professor of management,
San Francisco State University; and author

GOOD TO READ
“Set clear expectations, give
employees the right materials,
focus on the employee, and
recognize your best
performers.”
Curt Coffman
Co-Author

GOOD TO READ
“Offers an integrative view of
corporate brand management as a
process that drives business forward in
a global economy. With practical
analytical models
and tools designed to improve the
effectiveness of your corporate brand,
reading this book will change how you
think about your branding efforts.”
Jorgen Vig Knudstorp, CEO
LEGO Group

We can endlessly debate or JUST DO IT
12/10/17
Marketing- corporate branding
59
What now?

THE BRANDS WE NEVER EVER
WILL FORGET

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