how to use branding and storytelling to increase engagement

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How to Use Project Branding and Storytelling to Increase Engagement ACMP Dubai Feb 4-6 th , 2014

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How to use branding and storytelling to increase engagement on your change project

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Page 1: How to use branding and storytelling to increase engagement

How to Use Project

Branding and Storytelling to

Increase Engagement

ACMP DubaiFeb 4-6th, 2014

Page 2: How to use branding and storytelling to increase engagement

“There is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things.” Niccolo Machiavelli

Becoming change capable is now a key

competitive advantage

Page 3: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeEmployee Engagement

Do your employees enjoy their job? Better yet, do they care enough about the company to put their whole hearts into their work?

According to Gallup, only 13% of the global workforce is engaged.

Why is employee engagement so low?

• Don’t feel a sense of belonging• Don’t have enough opportunity to use skills effectively• Don’t have a collaborative environment• Don’t have a clear vision of where the organization is going• Don’t feel a part of the company story• Don’t feel appreciated

How can we help employee to become engaged during change?

Page 4: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeStakeholder Engagement

Stakeholder Mngt

Project Branding and

Comms

Celebrate and Reward

Story telling

Key Messages

Leadership Alignment

Page 5: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeThe Future of Communications

Traditional corporate communication is giving way to a model that Groysberg and Slind call ‘organizational conversation.’ They highlight 3 steps an organization can take to engage in this new way:

3. Engage Employees in telling the company story

How can we encourage employees to tell their story and share it with the organization?

How can we highlight and reward successes?

2. Promote two way dialogueWhat channels are available to promote a two way dialogue and allow ideas to move in multiple

directions?

How can we maintain ongoing dialogue?

1. Close the gap between leaders and employees

How can we ensure leaders are more direct, open and honest in communications to employees?

Page 6: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeLeadership Alignment

How can leaders connect with their followers during times of change?

• Followers are looking for authenticity, significance and community from their leaders.

• They want leaders who are visible, available and transparent throughout a change journey.

• Followers want to know that the leadership team and employees are in this together.

• Followers want to know how leaders align their values and behaviours with the organizational values.

Page 7: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeHow to Brand your Project

1. Identify Reasons to believe2. Create a project name, logo, tagline

and mascot3. Create key messages4. Work closely with Internal

Comms/Agency5. Build detailed communications plan6. Align leaders around the branding7. Plan a launch8. Align campaign around key project

milestones9. Gather feedback to monitor

engagement levels

Page 8: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeThe Power of Stories

• Story telling has been around since the days when we lived in tribes and gathered around a fire at night to share stories of our experiences, teach others about the past and learn lessons from each other.

• Our human consciousness is embedded and enacted in story and according to research, 70% of what we learn is through stories.

“A fact is interesting, an idea is important, but only a good story, a good argument, a well-crafted narrative is amazing, never to be forgotten.”

Kevin Kelly

Page 9: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeThe Power of Stories

• What is the story behind your change?

• Does it link back to the overall company vision?

• Who is telling the story?

• What is the purpose of the story?

Page 10: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeTypes of Stories

Leadership

Vision

Overcoming challenges

Project

Day in the Life

Future Vision

Customer

Voice of the Customer

How will it change?

Employee

Success Stories

Personal Journeys

Page 11: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeCase Study

The Challenge: Create awareness and engagement for a new global core banking system.

The Solution:

Build a project brand

Create Name: OxygenCreate Tagline: “The only manual process left is the customer handshake”Create Mascot:

Build Key Messages and

Stories

• Key Messages Framework

• Day in the Life Scenarios, Future Visioning

• Communications Channel Branding

Stakeholder Engagement

• Communications Planning

• Leadership Alignment

• Communications Training

• Manager Toolkits• New Ways of

Working• Workforce

Alignment• Training Planning

Measure and Reward

• Gather feedback and refine

• Create two way dialogue between leaders

• Showcase success through stories

• Provide rewards and honour employees

Page 12: How to use branding and storytelling to increase engagement

Module 2 – The Psychology of ChangeCase Study

Page 13: How to use branding and storytelling to increase engagement

ADD PHOTO

Thank You

Be the CHANGE in your organization and start

creating an environment that embraces and thrives

during change.