brand image - changing internal perception

Building brand and

champions- Case] study

March 24, 2009Marketing- corporate branding

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Dr. Sarma

Back Ground


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The corporate image of this company had distinctPerception both internally and externally.Reality check revealed that the first change must come from within..Hence this change initiative.

Why this conversation now?


3• our recent survey shows that many

customers perceive Saama to be technical resource provider.

• That is no myth but real.• is that perception something we wish

to retain for ever or change the image .?

• We need to do examine the reasons and figure out a change process

Give us clear vision that we may know where to stand and what to stand for- because unless we stand for something we shall fall for anything” peter Marshall TV show host

What will be covered


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• Corporate branding- internal//external

• Benefits of C-branding• We need brand ambassadors• Case example –star buck, Marriott• What do we do?

THE C-BRAND STORY


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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?


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• whose vision anyway?• Being top BI solution provider in the world

can it be the president’s dream only?• Principle of shared vision

One person with a belief is equal to a force of ninety-nine who have only interests.”


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• If we perceive our self as resource provider then we shall continue be that

• We need to have our own mental map of Saama as TOP BI services company and we need to hold that image in our own mind for our stakeholders

““We are limited, We are limited, not by our not by our abilities, but by abilities, but by our vision.”our vision.”

Proving the point


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•Do we have identity crisis in our mind?

•Is it double vision or double image?


9Old or young?

March 24, 2009Marketing- corporate branding10

The Pygmalion Effect-

let us understand psychology of

behaviour• 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


11 • “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


12 • We form certain mental maps • We communicate those ideas with 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.


13 • If we think of people as BO skill or informatica skill we shall always believe that we are an organisation which is collection of people with those skills.

• Just like the flower girl and society lady in Eliza Doolittle


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• If our 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


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“Right now, our customers are perceiving us in a

particular way”. This is our

own creation.

perception is reality – can we ignore it?


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“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”


17• are deeply ingrained assumptions,

generalizations, or even pictures or images that influence how we understand the world and how we take action. 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. 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

Image by design or default?


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• 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


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• Creates high affiliation in Saama 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

effective branding


20• 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


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• Brand helps in differentiated and credible message

• Brand image architecture can be clean, clear and intuitive

Why INTERNAL BRANDING?


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shut down

starbucks??!!

they did it for

what


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Howard Schultz recently 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 we


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


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can a hospital be differently positioned ?


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Can hospital become better than home?

the brand creates strong exceptional messages


27Be it coffee shop, hospital ,or hotel

Why do we need internal branding ?


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Strong brand message starts from

inside out

and

it starts with a strong self image

HOW WE DO IT?


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Educate and imbibe Communicate Motivate Activate And do it the next day all over again

EDUCATE


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get the brand message at every point of

interaction with employees, customers,

media etc

we need to communicate all the time same message


31 •In CEO’s talkIn CEO’s talk•staff meetingsstaff meetings•every mail that goes outevery mail that goes out•Candidate contacts by Candidate 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 ?


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Let us Create Buzz Let us Create Buzz about brand identityabout brand identityReward and Reward and RecognizeRecognizeConstant Brand Constant Brand promotion efforts promotion efforts

And do it all withAnd do it all with a a

We need internal brand

CHAMPIONS


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We need Empowered We need Empowered key key managers/employees to managers/employees to champion the campaign champion the campaign Implement Brand Boot Implement Brand Boot CampCampMonthly workshopsMonthly workshopsImage checkupsImage checkupsNurture itNurture it

7-STEPS TO SUCCESS


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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 –


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• 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 –


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• conduct periodic internal assessment to establish benchmark. show results prior to launch and 6 months after launch date.

STEPS TO SUCCESS


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step 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.


38• 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….


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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


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“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 LEAD BRAND

CHAMPION


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• Ensure we 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• 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

GOOD TO READ


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“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


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“Set clear expectations, give employees the right materials, focus on the employee, and recognize your best performers.”

Curt CoffmanCo-Author

GOOD TO READ


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“Offers an integrative view of corporate brand management as a process that drives business forward in a global economy. With practical analytical modelsand 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


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We can endlessly debate or JUST DO IT

What now?

THE BRANDS WE NEVER EVER WILL FORGET


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brand image - changing internal perception

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