INTERNAL BRANDING WORKSHOP

All of us have had customer service experiences that didn’t quite live up to our expectations of a brand's promises. Service intensive businesses have their work cut out for them because human beings complicate service delivery. Opportunities exist every day to deliver internal and external customer service that supports or deteriorates brand value at multiple touch points.

Even when an employee provides the type of service that delivers full brand value, another employee may drop the ball afterwards only to unravel the goodwill and brand integrity just built. It is, therefore, critical for management teams to fully link staff behaviors with a brands foundational DNA; the vision, mission, position and personality of the brand. The challenge? Managers can’t deliver what they don’t know. Statistics reveal that 62% of staff members lack their management's support for delivering on brand promises effectively. That’s probably because 42% of managers themselves don’t fully understand the positioning of their own brand.

This internal brand awareness workshop focuses on building a managers complete understanding of their own brands DNA. It teaches participants how DNA must be filtered through each facet of the organizations operation and delivered through staff behavior and customer service. Our employee brand training workshop then gives participants the knowledge and tools to build cohesive and accurate brand messaging to staff members who must ultimately deliver on the brands promises.


Objectives
Participants will learn to:

• Build an understanding of how brands have evolved and why
• Analyze and identify the 6 elements of a successful brand
• Build greater respect and emotional attachment to the firm, its products and services
• Flush out and develop the firm's brand DNA
• Communicate brand DNA to staff members who must read from the same page to deliver full brand value
• Link staff behavior and customer service with brand DNA elements
• Message the spirit of the brand in all internal and external communications
• Reinforce the brand's DNA through 10 different functional areas of the firm's operation's including HR, marketing, sales and through suppliers