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The Branded Customer Service Tool-Kit provides a selection of tools and resources to help build an effective internal communications strategy and plan. It includes comprehensive and fully customizable materials for two workshops for establishing Brand Champions and developing Write On-Brand internal communications. |
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Introducing Internal Brand Communications
An overview and in-depth explanation of this sector of the pathway, including objectives, key principles and resources available within the tool-kit. |
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Leader Guide - Brand Champions
A complete instructionally-designed guide for leading this workshop, step-by-step. Includes options for customization, additional activities and perspectives according to both your brand and audience. |
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Sample Workbook – Brand Champions
A full workbook that can be supplied to participants in this workshop. Also supplied electronically, so it can be replicated or customized by both content and style to best fit your needs |
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Presentation Slides – Brand Champions
A full set of powerpoint visual aids to be used in related workshops and presentations. Mix, match and customize to suit your needs |
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Visual Aids – Brand Champions
Large, high-impact reproductions of key models and diagrams that pertain to this sector of the pathway. Ideal for workshops, presentations, meetings and discussions. |
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Worksheets – Brand Champions
Additional template resources to support specific activities in workshops. In addition to the sample provided, they are also made available in electronic form for easy reproduction |
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Leader Guide - Write On-Brand
A complete instructionally-designed guide for leading this workshop, step-by-step. Includes options for customization, additional activities and perspectives according to both your brand and audience. |
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Sample Workbook – Write On-Brand
A full workbook that can be supplied to participants in this workshop. Also supplied electronically, so it can be replicated or customized by both content and style to best fit your needs |
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Templates – Write On-Brand
Additional template resources to support specific activities in workshops. In addition to the sample provided, they are also made available in electronic form for easy reproduction. |
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Samples of Internal Communications
Additional template resources to support specific activities in workshops. In addition to the sample provided, they are also made available in electronic form for easy reproduction. |
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Activity Cards – Internal Brand Communications
A set of interactive activities to build knowledge and skills around this sector of the pathway. They can be integrated into workshops, or used independently by managers as quick exercises with staff. |
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Sample Brand Books
Brand books are an ideal way to effectively communicate brands and culture of organizations. The tool-kit includes a selection of real examples to provide ideas and inspiration. |
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Brand Champions Workshop
Brand Champions are highly effective change-agents who act as staff sponsors and internal public relations to champion the brand at various levels. The Brand Champions workshop underpins the process of bringing together a group of natural leaders to be advocates of the brand within the organization. It consists of a core workshop of 1.5 days duration, but can be expanded to 2 days by including modules for developing specialist skills that may be required, depending upon the specific role(s) the Brand Champions are being asked to play.
The core modules cover:
- Setting the Scene and Purpose – outlining objectives and critical roles of Brand Champions in the branded customer service process
- Understanding the Organization’s Brand – clarifying the brand DNA, including the core elements of vision, mission, and promise in relation to the role of Brand Champions
- Forming Team Dynamics – determining expectations, concerns, strengths, and potential risks of the Brand Champion team, and establishing relationships within the team
- Establishing Effective Communications – structuring communication practices across the team and developing the capability to influence management and peers
- Creating the Brand Champion Strategy – establishing a Brand Champions Charter and an Action Plan to get started
- Senior Manager Presentation – preparation and delivery of the Brand Champions vision and strategy to the key decision-makers and sponsors of the branded customer service process
The workshop materials include a Leader Guide, Workbooks, Presentation Slides, Worksheets, Visual Aids, and Activity Cards.
Write On-Brand Workshop
The Write On-Brand workshop is designed to ensure the organization speaks to the brand promise, values, and personality in its communications. It helps writers and commissioners of internal communications to develop an understanding of the Tone, Spirit, and Logic for their work in relation to the brand, provides a structured process for writing on-brand, and allows practice at producing a range of internal communications.
On-Brand Discovery guides you through a step-by-step process of assessing brand alignment and developing interventions:
- Setting the Scene – The purpose and importance of the voice of the brand in communications
- The Promise and Personality – Considering the Tone, Spirit, and Logic of written communications to reflect the brand promise, values, and personality
- The Process – Assessing existing communications for brand alignment and exploring the breadth and depth of communication touch-points using a communication audit
- Creating a Brief – Creating alignment between expectations and outcomes of the commissioners, writers, and evaluators of written communications
- Practice – Generating sample on-brand communications by utilizing the integrated briefing-writing-evaluating process
| The Tool-Kit also includes a selection of activity cards, worksheets, and samples to assist in aligning corporate communications and individual management behaviors with the brand promise, values, and personality. These resources may also be used elsewhere in the Branded Customer Service pathway, such as Service Management Systems and Brand Engagement sectors. |
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