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Leading !with !the brand in mind !Angelo Ioffreda! chief engagement officer io spark communications J. Boye Philadelphia 16 Conference Wednesday, May 4, 2016
Leading !with !the brand in mind !Angelo Ioffreda! chief engagement officer io spark communications J. Boye Philadelphia 16 Conference Wednesday, May 4, 2016
@io_spark#jboye16@jboye
@angellino
Our agenda!Explore the dimensions of brand
• Leading in as a mindful brand leader
• Your personal brand as a leader
About you!• Internal ó external • Lead others ó individual contributor • Functions? • Sectors / industries
– Private sector – Public sector – NGOs
• Geography – North America – Europe – Latin America
Your challenges!
• What are your biggest challenges?
What is a brand?!• Think about some well-know brands.
Describe your expectations of them? – (Coca-Cola, Target, Walmart, Whole Foods, etc.)
• Think about some service brands? Describe how they convey their brand?
– (Nordstrom, Ritz-Carlton, Southwest, Virgin, the NFL, etc.)
• Describe your feelings / emotions about the brand
Elements of a brand!• A brand is a promise
• It helps differentiate you
• It has embedded expectations
• It has an emotional component
• It’s a relationship
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�A great brand foundation is built with many different bricks by many different people and over many years. For that reason I can think of no better organizing concept for a company than the brand itself.” !!
– Scott Bedbury, A New Brand World !
!PhotobySerefYucar
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“A brand gives employees a common understanding not just of what they do for a living but of how they must do it… They provide companies with conscience. They give it heart. And over time, a brand that is universally understood, inside and outside the company, will create a spirit and a soul whose value cannot be overestimated.” !
– Scott Bedbury, A New Brand World !
PhotobySamuelScrimshaw
We play three roles!
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Voice of the brand
1 Voice of the
company
Voice of the
employee
2 3
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Leading with the brand in mind!� Leverage brand architecture � Infuse brand spirit into all you do � Align internal and external communications � Engage employees in your brand � Ensure communications express your
brand voice � Design on-brand experiences � Anchor communications in your brand
purpose & brand story Bring clarity
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Leverage the brand architecture
PhotobyVitaVilcina
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Global campaigns reinforce brand consistency
Leverage your brand Nextel Connect – timely information Translations Global intranet Leadership messages
15 Communicating your brand internally
Our world_is orange
16 Communicating your brand internally
Sodexho (pre-Sodexo)
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Infuse brand spirit into all you do
PhotobyVee
19PhotobyMacduffEverton,NaEonalGeographic
Align internal & !external communications
Align Internal & External Communications!
“When employees switch between using the web and their company intranets, they shouldn't feel like they've gone from driving a 2012 ZL1 Camaro to a 1989 Chevy Nova with faulty brakes — that is, the intranet experience shouldn't
feel slow, dangerous (due to inaccurate information), and tedious.”
Source: Nielsen Norman Group
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Engage employees !in the brand
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Ensure communications express your brand voice
PhotobyJasonRosewell
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PhotobyWilliamIven
Design on-brand experiences!
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Including your employer brand
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Anchor communications in your brand purpose and story
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BRAND CONCEPT / CREATIVE CONCEPTUAL
OVERVIEW
STYLE: Clean, modern, striking
IMAGERY: Conceptual. People of any age absorbed in an activity, meaningful inanimate objects, elements of intrigue
COLOR SCHEME: Pops of warmth against cool contrast
VOICE: Friendly, approachable, engaging, slight humor where appropriate, smart, confident, transparent, straightforward, candid & open
TAGLINE: Engaging people / igniting performance
MARCH 2013
PHOTOGRAPHY THEME 1 / CONCEPTUALweb + print
design
PHOTOGRAPHY THEME 3 / PEOPLE IN ACTIONweb + print
design
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Bring clarity !
Leading with the brand in mind!� Leverage brand architecture � Infuse brand spirit into all you do � Align internal and external communications � Engage employees in your brand � Ensure communications express your
brand voice � Design on-brand experiences � Anchor communications in your brand
purpose & brand story Bring clarity
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Your leadership brand !
“It's this simple: You are a brand. You are in charge of your brand.” !
“It's time for me -- and you -- to take a lesson from the big brands, a lesson that's true for anyone who's interested in what it takes to stand out and prosper in the new world of work. Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” - Tom Peters
What makes you different? !• You're not defined by your job title and
you're not confined by your job description.
• What is it that my product or service does that makes it different?
• What do I do that adds remarkable, measurable, distinguished, distinctive value?
• What do you want to be famous for? Source:TomPeters–TheBrandCalledYou,FastCompany,Aug-Sept.1997
Everything communicates!• The second important thing to remember about your
personal visibility campaign is: it all matters. • When you're promoting brand You, everything you do
-- and everything you choose not to do -- communicates the value and character of the brand.
• Everything from the way you handle phone conversations to the email messages you send to the way you conduct business in a meeting is part of the larger message you're sending about your brand.
• Partly it's a matter of substance: what you have to say and how well you get it said. But it's also a matter of style.
Source:TomPeters–TheBrandCalledYou,FastCompany,Aug-Sept.1997
Developing your leadership brand!
©2014
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Connect with purpose
