Inspiratiesessie david internal branding
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Transcript of Inspiratiesessie david internal branding
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STERK MERK – STERK GEDRAG
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Laten zien hoe verandering vanuit communicatie effectief aan te vliegen is.
Een gestructureerde aanpak om tot ‘merk-waardig’ gedrag te komen.
PROGRAMMA
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CONNECTEDBUSINESS = SUSTAINABLE BUSINESS
WIJ GELOVEN DAT
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HET KADER VOOR VANDAAG
POSITIONERING
REPUTATIE
STRATEGIE BRANDING
AMBITIE
NAAM & FAAM
80% 20%
R. Van der Jagt, Boer & Croon
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HET KADER VOOR VANDAAG
POSITIONERING
REPUTATIE
STRATEGIE BRANDING
AMBITIE
NAAM & FAAM
80% 20%
R. Van der Jagt, Boer & Croon
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VERKLARENHet verhaal doorkauwen, SMART maken en vastleggen op een manier die door iedereen begrepen wordt.
LADENMet de interne stakeholders aan de slag om de persoonlijke verbinding naar de visie concreet maken.
BELEVENHet vertalen naar de dagelijkse werksituatie door de verbinding concreet uit te voeren.
VERANKERENIn de organisatie de omgeving en structuur aanbrengen die de uitvoering waarborgt.
FASEN IN INTERNAL BRANDING
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REDENEN OM TE STARTEN
SGE
RABOBANK PEELLAND ZUID
MEAD JOHNSON NUTRITION
FRIESLANDCAMPINA DMV
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WAAROM?
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WAAROM?
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WAAROM?
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WAAROM?
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CASE 1: MEAD JOHNSON
Aanleiding: kwaliteitsproblemen
Opdracht: verbind de mensen naar het merk
Aanpak: interviews met 10 medewerkersonderzoek onder alle medewerkersprobleemstelling uitgewerktcommunicatieconcept ontwikkelenkick off event ‘we are one’structurele middelen ontwikkelen
Resultaat: medewerkers weten voor wie en waarombetrokkenheid en kwaliteitsbesef
toegenomen
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CASE 1: DMV
Aanleiding: her-positionering
Opdracht: verbind de mensen naar de nieuwe belofte
Aanpak: internal branding team geformeerdvertalen van nieuwe pay off naar personeelkick off event met leadership teamjaarlijks nieuwjaar ontbijt in teken vanpersoonlijke verbinding zichtbaar gemaakt
Resultaat: medewerkers weten wat de nieuwe belofte betekent
verbeterprogramma’s structureel verbonden
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Wat je ‘buiten’ belooft moet je ‘binnen’ waarmaken.
Communicatie = 20%, gedrag = 80%.
Verklaren, laden, beleven, verankeren.
Internal branding never stops.
DUS