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Brilliance@Work: Internal Communication Expert Chuck Gose

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work.

Chuck Gose

Chuck Gose

Chuck Gose is the founder and host of ICology, an Internal Communications-themed podcast. He’s also corporate communication practice leader for BroadSign.

Chuck is an active voice on LinkedIn, writing posts about internal communication, employee engagement and social media. He’s an advocate for technology and its aggressive, but smart, use in internal communication.

Chuck is also a self-proclaimed Skyline chili connoisseur and Duran Duran fan with 15 years of international experience in marketing, corporate communication and sales. Chuck has held internal communications roles with companies like Rolls-Royce and GM.

Join Chuck at the Advanced Learning Institute’s Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona as he presents “Enhance Your Employee Experience through New Technologies that Align with Your Organization & Communication Campaign Goals.”

In the meantime, read on to learn more about Chuck and his insights on technology’s role in internal communications.

Peggy L. Bieniek, ABC: What are you most interested in and speak most enthusiastically about?
Chuck Gose: I have been fascinated by internal communications for the better part of 15 years. And I’ve seen the amount of thought and attention given to it continue to increase. That being said, there’s a lot of the “same old same old” being spread around. I challenge myself to come up with new angles and topics that get communicators and business leaders to think about internal comms in new ways.

PB: What are some of your past and current projects that you are most proud of?
CG: In late summer 2015, I launched ICology, a podcast that’s focused on interesting people doing interesting things in the world of internal communications. There didn’t seem to be an IC “voice” in the podcast world, so I filled that gap. And since then, it’s been nothing but fun. I’ve interviewed practitioners and consultants. We’ve talked about channels and technology, including some challenges and failures. And we’ve talked about what communicators need to do to become better business people.

PB: How can organizations use technology to tell their stories effectively?
CG: Technology can be both a barrier and an ally for storytelling. By barrier I mean that there are specific access points required. An employee needs a smart phone if a story is on a mobile app. If the story is a video, they need access to a computer to watch it. Those are rudimentary examples, but technology isn’t without hiccups.

But when used appropriately, technology can make storytelling even more amazing. And this is where communicators can and should be more creative with storytelling. Each technology has its own strengths and weaknesses. Make sure your stories play to the technology’s strength.

PB: As conference chairperson, what would you say makes this event unique?
CG: Compared to other events I attend, I love the intimacy of the ALI events. You’re in the same room with the same people for multiple days. And since you’re not bouncing around from track to track, you spend time with and get to know the people you’ve been sitting around and trading stories with.

PB: What is most important for people to understand from your conference presentation?
CG: Technology is available for everyone, BUT that doesn’t mean it’s for everyone. Each technology can make a big impression in the employee experience, but only if it’s supported and cared for. I like to see communicators play in technology first. Because it’s out of this playtime that we’ll discover fun and practical uses for new technology.

PB: What is your contact information for questions, comments, ideas?
CG: I try to be everywhere and accessible. The best channels to reach me are LinkedIn and Twitter at @chuckgose.

Register for the Strategic Internal Branding Conference. Together we’ll learn about using authentic internal branding communications to create brand champions, build culture and engage employees to live and deliver on the brand promise.

Since I’m a conference supporter, just mention Starry Blue Brilliance when you register to receive a $200 discount. 🙂

Please share this information with your networks. The Twitter hashtag is #ALI_IntBranding.

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Brilliance@Work: Internal Communication Consultant and Author Paul Barton, ABC

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work.

Paul Barton, ABC

Paul Barton, ABC

Paul Barton, ABC is Principal Consultant, Paul Barton Communications LLC. He’s been passionate about connecting the minds of organizational leaders with the hearts of employees for more than 20 years.

After a successful career at six fast-growing brands including PetSmart and Hawaiian Airlines, Paul authored a book entitled Maximizing Internal Communication: Strategies to Turn Heads, Win Hearts, Engage Employees and Get Resultsand he launched his own consulting firm.

He’s a frequent speaker and workshop presenter on the topics of crisis communication, internal communication, and HR communication strategies. Paul also teaches courses in public speaking and business communication as an adjunct faculty member.

Paul is a long-time member of the International Association of Business Communicators (IABC) and has earned the association’s Accredited Business Communicator (ABC) designation.

Join Paul at the Advanced Learning Institute’s Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona as he presents “Finding the Voice of Your Organization’s Brand.”

In the meantime, read on to learn more about Paul and his insights on winning the hearts of employees to enhance engagement and drive desired brand behavior.

Peggy L. Bieniek, ABC: What are you most interested in and speak most enthusiastically about?
Paul Barton, ABC: I believe employee communication is at the heart of every successful thing an organization does. That’s where my heart has always been. Whether it’s implementing a change initiative to increase customer satisfaction or productivity, recovering from a crisis, or working safer and more efficiently, it takes effective communication to make it all happen.

PLB: What are some of your past and current projects that you are most proud of?
PB: I’m most proud of projects that really move the needle for organizations and at the same time help to better the lives of employees – the well-being, 401(k) and safety campaigns, and the customer service and productivity initiatives. I’m also proud of helping struggling internal communication programs turn things around to be valued by their leaders and internal clients, and become a positive force for change within their organizations.

PLB: How does brand voice affect employee engagement?
PB: Credibility is the foundation of effective communication of all types, and that most certainly includes internal communication. We need to speak to employees in an authentic voice and treat them like valued business partners if we are to be successful. And we need to speak to employees in a tone that reflects the brand behavior we want them to live in their day-to-day interactions with customers. The objective third-party tone devoid of personality that we learned in journalism class to write newspaper articles doesn’t work to inspire Digital Age employees. Organizations have personalities, and personalities have voices.

PLB: What will people gain from attending the Strategic Internal Branding Conference?
PB: This topic is very much needed. People are looking for authentic brands that do the right thing and do right by their employees. If an organization focuses exclusively on external branding and neglects its internal audience, then day-to-day customer experiences won’t match the organization’s brand promise. When an organization’s “do” is misaligned with its “say,” brand promises become nothing more than discredited advertising slogans. Authentic brands are built from the inside out when employees consistently deliver the brand promise.

PLB: What is most important for people to understand from your conference presentation?
PB:
 Finding the most effective tone for your internal communication is crucial to driving brand behavior and employee engagement within your organization.

PLB: What is your contact information for questions, comments, ideas?
PB: My Twitter handle is @PaulBartonABC and my email is PaulBarton@Outlook.com. I look forward to talking internal comms with you!

Register for the Strategic Internal Branding Conference. Together we’ll learn about using authentic internal branding communications to create brand champions, build culture and engage employees to live and deliver on the brand promise.

Since I’m a conference supporter, just mention Starry Blue Brilliance when you register to receive a $200 discount. 🙂

Please share this information with your networks. The Twitter hashtag is #ALI_IntBranding.

 


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What Does Your Internal Brand Achieve?

Man on the Moon

Photo: Finda Photo

Many organizations don’t realize what they can achieve through their own employee advocates. They are missing out on increased brand awareness and employee and customer satisfaction.

In “How to Turn Your Employees into Your Biggest Advocates,” Amanda Grinavich states that “employees’ passion about where they work and what they do is contagious – it makes others curious as to what’s so great about the place.”

In my profile of Mark Schumann, ABC, IABC Fellow, he explained that “an internal or employer brand means much more than how to recruit people to join an organization; its real value is how, once inside, employees commit to deliver what customers on the outside expect.”

Learn how to create a successful internal brand as Mark Schumann presents “Redefine Your Employer Brand and Deliver Your Brand Promise Authentically for Today’s Workforce” at the Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona.

Through hands-on exercises, you’ll learn best practices to:

  • Re-define your employer brand
  • Respond to changes in the employment marketplace
  • Refresh what your employer brand must achieve
  • Refocus how leadership inspires employees to deliver what your organization (and your brand) promises to customers

So you can successfully:

  • Define how employees must deliver what the brand promises to the company’s consumers
  • Secure real-time qualitative insight into how the employer brand can symbolize what it takes for an employee to “own” this connection with customers
  • Engage and influence how the organization’s senior leadership live the employer brand and what that means to employees, customers and other stakeholders

Register for the Strategic Internal Branding Conference. Together we’ll learn about using authentic internal branding communications to create brand champions, build culture and engage employees to live and deliver on the brand promise.

Since I’m a conference supporter, just mention Starry Blue Brilliance when you register to receive a $200 discount. 🙂

Please share this information with your networks. The Twitter hashtag is #ALI_IntBranding.


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Brilliance@Work: Communication Coach and Consultant Mark Schumann, ABC, IABC Fellow

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Mark Schumann, ABC, IABC Fellow

Mark Schumann, ABC, IABC Fellow

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work.

Mark Schumann, ABC, IABC Fellow, is Founder and Principal of e-communicate, where he works with organizations – and their senior leaders, HR and Communication staffs – to re-invent how to inspire employees to deliver brand promises to customers.

Formerly with Towers Perrin, Mark served as the firm’s leader of the global communication consulting business as well as the Managing Principal of its offices in Texas. Over the years, Mark has developed employer brands for such organizations as ExxonMobil, DIRECTV, American Express, Cathay Pacific, Kimberly-Clark, McGraw- Hill, Halliburton and Yahoo.

Mark is the winner of 17 Gold Quill Awards from the International Association of Business Communicators (IABC) and is a Professor of Communication at Fairfield University.

Join Mark at the Advanced Learning Institute’s Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona as he presents “Redefine Your Employer Brand and Deliver Your Brand Promise Authentically for Today’s Workforce.”

In the meantime, read on to learn more about Mark and his insights on the evolution of the internal brand.

Peggy L. Bieniek, ABC: What are you most interested in and speak most enthusiastically about?
Mark Schumann, ABC: For more than 25 years – since the early years of Southwest Airlines – I have worked with organizations to develop and sustain their “brands” as places to work to inspire employees to deliver their “brands” as places to buy. This reaches the core of who the organization is, what the organization considers essential, and how leaders connect with employees so they, in turn, positively answer, “what’s in it for me” to deliver what is promised to customers. And the work is just as critical today as when this movement began.

PB: What are some of your past and current projects that you are most proud of?
MS: Certainly I think back to the early years at Southwest Airlines when I had the chance to work with Libby Sartain, one of the great minds in HR, to develop this idea that we now call an internal brand or an employer brand. And, about 10 years ago, Libby and I began to document our work in a couple of books, Brand from the Inside and Brand for Talent that define what an employer brand can be, what it requires and what it can do for an organization and its people. Since then, as the concept of employer brand has matured, I have relished the chance to work with organizations interested in using this brand to connect leaders with internal and external stakeholders.

PB: What is most important for employees to understand about delivering the brand promise?
MS: That it all begins with the customer, and what the organization promises to the customer. This defines what employees must deliver every day. And the smart organization will align the experience, opportunity and rewards it offers employees with the experience, opportunity and results it offers customers. An internal or employer brand means much more than how to recruit people to join an organization; its real value is how, once inside, employees commit to deliver what customers on the outside expect.

PB: What will people gain from attending the Strategic Internal Branding Conference?
MS: I can’t wait for the conference. When you look at the range of topics and speakers – in the workshops and sessions – this event will be an excellent way to access the latest thinking on internal brand from a strong collection of experts.

PB: What is your contact information for questions, comments, ideas?
MS: Please write! My email is mark@dmarkschumann.com. Thanks!

Register for the Strategic Internal Branding Conference. Together we’ll learn about using authentic internal branding communications to create brand champions, build culture and engage employees to live and deliver on the brand promise.

Since I’m a conference supporter, just mention Starry Blue Brilliance when you register to receive a $200 discount. 🙂

Please share this information with your networks. The Twitter hashtag is #ALI_IntBranding.


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Use Video to Engage and Educate Employees on Your Brand

Photo: Free Image Bank

“Your brand is the single most important investment you can make in your business.” – Steve Forbes, Chairman and Editor-in-Chief, Forbes Media

In my profile of Joe Pantigoso, Senior Director, Global Brand, SAP, he explained that “if everyone knows the ‘what’ we do every day (our mission) and are inspired by the ‘why’ we do it (our vision), every action by every employee can align and drive to that goal.”

To attract and engage employees, SAP created weekly 60-second videos called “Brand Tips in a Minute.” These videos help employees understand and apply the brand while showing them how to build a stronger, consistent brand.

Learn more about the power of branding as Joe Pantigoso presents “Using Videos and Education to Increase Employee Brand Engagement and Build a Strong, Consistent Brand” at the Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona.

During this session, you’ll learn how to use video and other creative practices to exceed employee brand engagement goals, and how to:

  • Attract and inspire employees to create consistent, customer-centric, branded experiences
  • Measure engagement data to continually improve
  • Increase your brand champions across the enterprise
  • Remain consistent

Register for the Strategic Internal Branding Conference. Together we’ll learn about using authentic internal branding communications to create brand champions, build culture and engage employees to live and deliver on the brand promise.

Since I’m a conference supporter, just mention Starry Blue Brilliance when you register to receive a $200 discount. 🙂

Please share this information with your networks. The Twitter hashtag is #ALI_IntBranding.


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Brilliance@Work and the Stars Who Make it Happen: Branding and Communications Expert Joe Pantigoso

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work.

Joe Pantigoso

Joe Pantigoso

Joe Pantigoso is Senior Director, Global Brand, SAP, where he is responsible for driving employee brand engagement and enablement across SAP worldwide.

Prior to joining enterprise software leader SAP, Joe was Managing Director at leading brand consultancy Landor, where he led his office to become one of the fastest growing in the firm’s global network.

Early in his career at JWT, a top-tier advertising firm, he led the development of award-winning global campaigns, harnessing the agency’s worldwide network to drive brand growth and sales.

Join Joe at the Advanced Learning Institute’s Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona as he presents “Using Videos and Education to Increase Employee Brand Engagement and Build a Strong, Consistent Brand.”

In the meantime, read on to learn more about Joe and his insights on the power of branding.

Peggy L. Bieniek, ABC: What are you most interested in and speak most enthusiastically about?
Joe Pantigoso: Branding and communications. I love helping people leverage the power of words and images to engage audiences and realize their goals. Humans connect with stories and with color, shape and texture. We take the world in with our senses. That’s what branding is all about, leveraging visual and verbal elements to help businesses, organizations and brands better communicate and connect with their audiences. And when branding is done right, the audience benefits by having a more satisfying, and even a delightful, experience.

PB: What are some of your past and current projects that you are most proud of?
JP:
For the past 5 years at SAP, I’ve been helping colleagues leverage the power of brand and branding to engage with audiences and grow our business.

With Marketing, the folks in the trenches creating many of our brand experiences, we’ve helped increase the number of Brand Champions as measured by a combination of brand commitment and brand knowledge tracked through an internal survey, showing that these colleagues have internalized fundamentals about our brand and feel committed to it.

And beyond Marketing, with our colleagues across other lines of business, we’ve increased the number of engagements with our brand content, reaching now about 20% of the company without a universally preferred communications platform, role-requirement or management mandate.

PB: How does a central messaging platform effectively align organizational communication?
JP: At SAP, our vision is to help the world run better and improve people’s lives. Our mission is to help our customers run at their best. We consistently say this, and it’s actually quite remarkable how top of mind it is with colleagues. If everyone knows “the ‘what’ we do” every day (our mission) and are inspired by “the ‘why’ we do it” (our vision), every action by every employee can align and drive to that goal.

PB: What will people gain from attending the Strategic Internal Branding Conference?
JP: It’s not easy getting a large, global company with various lines of business and geographies to deliver a consistent brand internally and externally. But when it comes to a company’s brand, inconsistency can undermine customer perception. And this fragmentation—lots of people putting their own spin on what the brand means and how it looks and sounds—can cause confusion and weaken one of the company’s most precious, business-driving assets.

Some organizations dream of carrying a big stick to enforce brand consistency, but that requires significant bandwidth, budget and enforcement power. Fortunately, there are other brand engagement approaches that can attract and inspire employees to create customer-centric, branded experiences. That’s what I intend to share.

PB: What is most important for people to understand from your conference presentation?
JP: That easy is the secret sauce. I’ve lived the pressures of meeting revenue targets. I know people don’t have time and are brain dead by the end of the day. I know I am. So my goal is to make it easy as I can for my colleagues to get our brand learning quickly so they can act on it to help them do their jobs. Innovations that we’ve developed like our 60-second videos that we call “Brand Tips in a Minute” have been well received by colleagues because of that. We designed them with easy in mind. And by the way, getting something easy is actually quite hard.

PB: What is your contact information for questions, comments, ideas?
JP: Please contact me via LinkedIn. I’d enjoy hearing from folks. https://www.linkedin.com/in/joepantigoso

Register for the Strategic Internal Branding Conference. Together we’ll learn about using authentic internal branding communications to create brand champions, build culture and engage employees to live and deliver on the brand promise.

Since I’m a conference supporter, just mention Starry Blue Brilliance when you register to receive a $200 discount. 🙂

Please share this information with your networks. The Twitter hashtag is #ALI_IntBranding.