Power of the Internal Brand

BUILDING BRAND FROM THE INSIDE OUT: Connecting People, Purpose & Performance July 11, 2013

Leaders are Activating Their Employees Around Purpose to Build Brand from the Inside Out

Our Conversation Areas

WHAT

WHY

The End Of Trust

PurPle The Rise Of Shared Value

Power To The People

HOW

WHAT’S DRIVING THE NEED FOR INTERNAL BRANDING?

The End Of Trust

PurPle The Rise Of Shared Value

Power To The People

The Trust Deficit Trust in all organizations is at an all-time low.

48% cite a loss of trust in their employer

— 2010 Deloitte Ethics & Workplace Survey

Communications Implications: • Credibility, authenticity and transparency of information are even more critical •

Systems and channels that enable real-time communications

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Activate all four generations in the workforce

Power to the People People believe that only they themselves can come up with innovative solutions to our most pressing problems, not governments or corporations.

“ The Marketing or Development Department does not own our brand; the whole organization is involved. — John Pfeiffer, CEO, Inspiration Corporation

Communications Implications: • Culture of participation and two-way dialogue must be fostered •

Involve employees in process early to articulate, refine or validate purpose

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Co-create and iterate purpose content to increase buy-in

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Create brand ambassadors

The Rise of Shared Value People are demanding that organizations not only rediscover their social purpose but also put it at the core of how they conduct their business and engage

Communications Implications: • Replace rulebooks with shared beliefs •

Demonstrate alignment of purpose, business strategy and outcomes

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Adapt or adopt recognition and reward to link with purpose

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Create opportunities for employees to live purpose outside their job function

with their stakeholders to create shared value.

“Great companies … nurture a dialogue to keep social

purpose at the forefront of everyone’s mind and ensure that employees use the organizational values as a guide for business decisions.”

— How Great Companies Think Differently, HBR, Nov. 2011

WHY DOES IT MATTER?

PurPle + Profitability

Purpose- and Valuesdriven organizations outperformed the general market and comparison companies by 15:1 and 6:1, respectively.

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Firms with shared values-based cultures enjoyed:

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400% 1,200% Higher Revenues

Higher Stock Prices

700%

Global Job Growth

Built to Last, James Collins and Jerry Porras

- Corporate Culture and Performance, John Kotter and James Heskett

HOW DO WE DO IT?

Inside-Out Branding: A Checklist  Can your employees articulate your purpose?

 Is it integrated across your organization?  Have you educated your leaders?  Have you inspired employees to be ambassadors? Trained and equipped them?  Are you sharing stories and celebrating success?  Are employees empowered to share their stories?

Thank You

Contact: Loretta Prencipe 202.658.8733 loretta.prencipe@mslgroup.com @LorettaPrencipe