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Building Internal Brands to Drive Behavior Change

In an era that saturated with messages and short on attention, a strong internal brand still has the power to attract and move people. Everyone knows how brands function in the consumer world, but many of the same techniques are having profound effects within companies. By building internal brands, communications professionals can do more than get people’s attention—they can help move employees toward collective action, achieving business goals in the process.   The visual component of an internal brand is important. But even more critical is the foundational language beneath it—a clear narrative that tells the story of an employee experience, initiative or change effort in a compelling way.Many of today’s most successful organizations are using co-creation to gather input and help build their brand stories. Ultimately, doing this work takes discipline and skill—but when executed well, an internal brand can make the difference between a message being embraced or lost in the shuffle.

Turning 'Theory' into 'Practice'?

In addition to grounding you in the theories that underpin these models, this course will also provide numerous case study examples of leading engagement techniques in practice. You will also be given the opportunity to work through the challenges faced by your own organization in developing and implementing an effective employee engagement

Who should attend?

Leaders in internal communications, corporate communications, strategy planning, media relations, and brand management.

Key areas to be covered in the programme and documentation

Building Internal Brands • Translate foundational language—including an organization’s mission, vision, and values—into attributes that will guide an employee-facing brand • Choose the right communications vehicles for launching and sustaining the brand, based on distinct criteria and audience concerns • Track the value of an internal brand through KPIs, measuring engagement, efficiency, discretionary effort, industry recognition and talent attraction to determine overall ROI • Learn about organizations who evolved from lacking internal brands to having best-in-class programs  

Unlocking the Power of Narrative • Learn a proven methodology for surfacing insights from groups that can become the ingredients of a compelling and inspiring narrative • Determine priorities, audience concerns, competitive factors, objectives and key messages to make your narrative strategically sound • Build a strategic communications plan around your narrative to ensure the resulting campaign addresses audience concerns while meeting business and behavioral objectives • Bring strategic communications planning into practice through effective creative execution  

Embracing Co-Creation • Catalyze engagement by bringing employees into key conversations, gathering input from across an organization • Evaluate and selecting new technologies to support co-creation efforts • Build a holistic communications campaign based on the needs and content identified by internal stakeholders • Use co-creation to identify and equip champions of your internal initiatives, bringing authentic peer-to-peer voices into the conversation • Learn innovative techniques, models and tools that leading companies have used to plan and execute crowdsourcing events  

Empowering Brand Champions • Deepen the connection between your corporate brand and employees • Identify the behaviors associated with your brand promise and communicate more effectively about how employees and leaders can live you brand • Drive goodwill within organizations, convincing employees of the importance and value of ongoing change • Establish an effective role for internal brand champions, enabling them to be viewed as partners who can add value and support business units in achieving their goals • Gain support from key leadership to promote and fund internal branding and engagement efforts  

Creating Best Places to Work • Identify how internal brand efforts can impact key best place to work metrics • Communicate more effectively about what is offered to employees and bring consistency to your benefits brand and internal communication programs • See examples of internal branding efforts from some of the Fortune™ Best Places to Work

Benefits to you

·Create internal brands that address the concerns of key audiences to drive employee engagement and behavior change

·Unlock the power of narrative to find simplicity on the other side of complexity, moving organizations to collective action

·Use co-creation techniques to bring employees into important conversations in times of change and translate their input into resonant strategies

·Learn a proven methodology for internal brand building and communications planning, yielding employee campaigns that fulfill key objectives

·Take-away inspiration and practical tools for facilitating, planning and executing strategic communications and brands

·Examine award-winning internal branding case studies to inform your own initiatives

Companies already benefiting include:

Duration of Course

2 Days Day Course

Course details

September 9-10, 2013 Chicago, IL

For more information about this course and how to register, please contact Emily Jones at or call 312.540.3000 ext 6714

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac