Strategic Internal Branding

Attend this hands-on workshop to learn how your organization can create internal brand strategies and tactics that will drive stronger employee engagement, and commitment to creating exceptional customer experiences and delivering on your brand promises.

The approaches discussed in this session will help you create a culture in which employees are engaged and inspired around a common vision, strategy, and brand promise and will help you align the attitudes and behaviors of employees to drive growth and activate your strategy and brand promise, in addition to:

• Learning a step-by-step framework for effective internal branding (theory, messaging, tactical planning, program management & measurement processes to track results and impact)
• Developing a message architecture–process of building a comprehensive internal message that is clear and understood, relevant, personal – and drives the right behavior required to deliver on your brand promise and business strategy
• Creating a message matrix – understanding the value of communicating the right message, to the right audience, at the right time
• Communicating internal branding projects to your audience in a meaningful way by understanding the importance of tactical resonance and message relevance
• Using a codified, proven process for creating sustainable employee engagement and brand alignment
• Implementing a process for creating tactical plans that drive greater employee participation and buy-in
• Engaging employees via social media and gamification to create engagement with fun and excitement
• Aligning your internal messaging and branding with your external brand position and promise

Rick DeMarco, Managing Director
Inward Strategic Consulting

Your goal: To use more videos for internal branding and internal communications!

Your problem: Videos cost too much money, take too much time to produce, are complicated and production is intimidating, and you don’t have a video crew.

The solution: Attend this workshop and be trained on how to create captivating videos using your own smart phone!

Learn video hacks to help your organization accomplish more with video in less time, for less money. Most importantly, learn how to create inspiring video that employees will actually want to watch and share, strengthening your brand from within!

In the most hands-on video training you will ever receive – you will have the opportunity to shoot video and recieve feedback on the spot. You’ll learn the tools and industry tricks to create, produce, and share video that will inspire and inform your employees!

Rocky Walls, CEO
12 Stars Media

Engaging brand stories—whether being told to internal or external stakeholders—should be developed with a well-honed framework that identifies the key elements, or tenets, of the brand. Each of these core tenets will be explained in detail and demonstrated as to how they each relate to both internal and external brand storytelling.

Learn a unique roadmap and approach to strategic branding – used by globally known brands such as Coca-Cola, Heineken, and Disney; and learn how to:

• Uncover and articulate the core tenets of your brand story
• Identify and leverage synergies between your internal and external brand
• Differentiate your brand through compelling propositions and promises
• Design communications and experiences that reveal and grow core brand equities

Kevin Finke, Owner & Chief Storyteller

Experience Willow

 Today, an employer brand must do more than simply attract people to work. In order to authentically deliver the brand promise and employer must inspire the right people, to deliver the right work, in the right way.

Through hands-on exercises this workshop will provide you with best practices to re-define your employer brand, respond to changes in the employment marketplace, refresh what your employer brand must achieve, and refocus how leadership inspires employees to deliver what your organization (and your brand) promise to customers, including how to:

• Strengthen the connection between the employer brand and an organization’s customers, specifically to define how employees must deliver what the brand promises to the company’s consumers  
• Secure real-time qualitative insight into how the employer brand can symbolize what it takes for an employee to “own” this connection with customers
• Engage and influence how the organization’s senior leadership live the employer brand and what that means to employees, customers, and other stakeholders

D. Mark Schumann, Principal

re-communicate