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Brilliance@Work: Video Storytelling Expert Rocky Walls

Swirling Stars

Photo: James Lee, Chester, NH, USA

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

Rocky Walls

Rocky Walls

Rocky Walls is the man behind the wheel on the 12 Stars Media bus. When he’s not working alongside fellow 12 Stars team members, he’s consulting one-on-one with companies about using video in their marketing and communication plans or engaging rooms full of communicators by speaking in places like Microsoft HQ or Walt Disney World.

Join Rocky at the Advanced Learning Institute’s Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona as he presents “Using Storytelling and Video to Strengthen Your Internal Brand Campaigns to Inform and Inspire Employees to Live Your Brand.”

In the meantime, read on to learn more about Rocky and his insights on effective video storytelling.

Peggy L. Bieniek, ABC: What are you most interested in and speak most enthusiastically about?
Rocky Walls: I love presenting to marketers and communicators about the simplicity of discovering and sharing the passion and drive that already exists within their organization. One of my favorite words is “entelechy,” which means “the realization of potential.” We spend a lot of energy trying to create engaging stories and inspiring messages, when most of the best ones are right under our noses all the time.

PB: What are some of your past and current projects that you are most proud of?
RW: We just recently (within the last two weeks) finished a multi-part series of videos for an enterprise organization to use in promoting their new global employee recognition program. It was so exciting to capture the excitement of employees around the world. The pride they had in their organization and their colleagues could be seen in every smile.

PB: How does video strengthen your internal branding efforts?
RW: At our organization, 12 Stars media, we have a culture of “always on” and it’s never unexpected when someone pulls out their smartphone to ask you some questions or ask you to share a little about what you are excited to work on today. I think that’s what makes our brand so approachable. We live it every day and prove it with video.

PB: What will people gain from attending the Strategic Internal Branding Conference?
RW: This conference will not only be an opportunity to learn from industry-leading practitioners but, perhaps more importantly, it will be an opportunity to build connections that last well beyond the conference itself. I am still talking regularly with connections I made at Advanced Learning Institute conferences last year.

PB: What is most important for people to understand from your conference workshop?
RW: My conference workshop will probably be one of the most hands-on video training experiences many attendees have had. We will talk about practical, put-it-into-practice-today tips for recording better smartphone video. But we won’t just talk about it; we will actually record video during the workshop and attendees will be provided with real-time feedback. It will be a lot of fun!

PB: What is your contact information for questions, comments, ideas?
RW: I can be reached most quickly and easily on Twitter. Send me a tweet at @RockyWalls anytime.

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: Brand Storytelling Expert Denise Roberts McKee

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.

Denise Roberts McKee

Denise Roberts McKee

Denise Roberts McKee is the Chief Operating Officer at AboutFace Media, which creates brand storytelling initiatives told through the lens of independent film’s most acclaimed documentary filmmakers.

Denise brings her years of experience working with leading brands to conferences and seminars worldwide, with a focus on content development and marketing. In 2014, The Online Marketing Institute named her one of the Top 40 Digital Strategists in Marketing.

Prior to joining AboutFace, Denise co-founded the companies LimeLife, Inc., a publisher of mobile media for women, and Stunt Puppy Entertainment, an independent developer of CD-ROM games focused on the children’s market.

Join Denise at the Advanced Learning Institute’s Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona as she presents “Authentic Storytelling in a Digital Age – How to Get Your Message Seen, Believed and Remembered.”

In the meantime, read on to learn more about Denise and her insights on effective storytelling.

Peggy L. Bieniek, ABC: What are you most interested in and speak most enthusiastically about?
Denise Roberts McKee: I love speaking about video content, storytelling in particular. It can be such a powerful and effective means of communicating and connecting when done well. I also know how daunting a task it can appear to be, so I really enjoy sharing practical advice and approaches that, hopefully, make tackling the process a bit easier.

PB: What are some of your past and current projects that you are most proud of?
DRM: I am especially proud of the work we’ve done featuring military veterans. A few years ago we created a series for Sears about their “Heroes at Home” program that provides home repairs and upgrades for veterans facing hardship. My favorite episode featured “Hoppy” Hopkins, a WWII vet. Every Friday, Hoppy headed to downtown Lynchburg, Virginia to lead a group of veterans who pay tribute to the troops who were serving in Iraq and Afghanistan. We were so lucky to capture his amazing story before he passed away in 2009. Watch it at: http://aboutfacemedia.com/work/sears-hoppy-hopkins

As for current projects, we have a short film screening at film festivals that I’m in love with. “Operation Allie” is a personal short documentary by Manny Marquez, one of our directors. The film features Manny’s brother Anthony, a vet of the war in Afghanistan, on a quest to find one of his best friends from his days in combat – his bomb-sniffing dog partner, Allie. It’s amazing, and guaranteed to bring a tear to your eye. For more info, go to http://www.bigskyfilmfest.org/festival/films-2016-peak/operation_allie

PB: How does digital storytelling support internal brand strategy?
DRM: A key component in any internal brand strategy is employee buy-in. If employees don’t readily participate and feel part of the process, or the organization as a whole, all the content and budget in the world won’t get you past Step 1. Thoughtful, well-crafted storytelling content has the ability to make a personal connection, start an ongoing two-way conversation and help employees feel that you are communicating with them, not talking at them.

PB: What will people gain from attending the Strategic Internal Branding Conference?
DRM: I’ve had the pleasure of leading many ALI workshops over the years. What’s unique about ALI is an amazing sense of community. You meet others with similar experiences, facing similar challenges and together you share, discuss, learn and problem-solve. You’ll leave with tons of take-aways, and make great, lasting connections. It will be three days well spent. I promise.

PB: What is most important for people to understand from your conference workshop?
DRM: While I do try to provide as much practical advice as possible, it’s not a step-by-step checklist. There is no right way or wrong way of creating video content. It needs to meet your objectives and speak to your audience.

There are many types of video, story-based is just one. It’s up to you to “do the homework” before you begin shooting to make sure you’re starting with the best approach. I don’t want you to waste time, resources and most importantly, budget on content that is not positioned for success.

That being said, if you take the time to thoughtfully develop your strategy, at a certain point you can’t be afraid to pull the trigger. To quote Nike, you gotta “Just Do It” and use the results to learn, adjust and continue forward.

PB: What is your contact information for questions, comments, ideas?
DRM: denise@aboutfacemedia.com

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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How to Enhance the Employee Experience through Technology

SplitShire-0160Photo: splitshire.com

“Science and technology revolutionize our lives, but memory, tradition and myth frame our response.” – Arthur Schlesinger, Historian

In “The 11 Vital Internal Communications Trends You’d Be Crazy to Ignore,” Shel Holtz states that “with employees able to see instantly what their work team peers, project peers, bosses and other employees are doing, they feel more connected and, as a result, get more engaged.”

New technology is a driving force for creating and improving the employee experience. In my profile of internal communications expert Chuck Gose, he explained that, “each technology has its own strengths and weaknesses. Make sure your stories play to the technology’s strength.”

Learn how technology can boost your internal brand and culture as Chuck Gose presents “Enhance Your Employee Experience through New Technologies that Align with Your Organization and Communication Campaign Goals” at the Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona.

During this session, you’ll learn about many new technologies so you can:

  • Use the employee experience as a driving force for the customer experience
  • Secure organizational buy-in into technology investments
  • Introduce new technologies into the workplace to improve communications and enhance the employee experience

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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Speaking Authentically Delivers on Your Brand Promise

AmpliferPhoto by Andrei Baicus

Your employees are your best advocates for business success. But you must carefully plan how to help them spread their love of your organization.

In “8 Steps to Turn Staffers into Online Brand Ambassadors,” Courtney Howell states that “when provided with proper training and the right tools, employees can add value to a company’s social media program by driving engagement online, amplifying branded content, and building valuable relationships with referral sources, potential partners and prospects.”

In my profile of internal communications consultant and author Paul Barton, ABC, he explained that, “the tone you use to communicate to employees can have a powerful effect on employee perceptions, attitudes and behaviors. Digital Age employees need communications that speak to them in an authentic voice and communications that treat them like valued business partners.”

Learn how to inspire your employees to deliver on your brand promise as Paul Barton, ABC presents “Finding the Voice of Your Organization’s Brand” at the Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona.

This mini-workshop will include real examples and proven practical approaches used in a variety of organizational cultures in multiple industries. During this session, you’ll discover how to:

  • Find the right branded tone for your organization
  • Develop the supporting tools you need to enhance employee engagement and drive desired brand behavior
  • Build your brand from the inside-out powerfully and simply with the Voice of the Brand

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 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 Results, and 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.