THEBRANDTHEATRE WORLDWIDE

Transcription

1 CREATING BRANDED CULTURE THEBRANDTHEATRE WORLDWIDE

2 THE HEART AND SOUL OF YOUR BRAND Acclaimed performances go beyond spectacular visuals and props. They grounded in acting and supporting crews collaborating in thriving cultures, singing the same songs with passion and belief. Similarly, world class brands go beyond stunning logos, taglines and advertisements. They are grounded in their employees and cultures, the heart and soul of their organisations. Organisations with branded cultures are characterised by brand champions internally and brand advocates externally. They are celebrated because leaders lead by example and employees deliver the brand promise consistently across all touchpoints to deliver differentiated and memorable experiences. What can a Branded Culture do For You? Internally Externally Increase employee productivity and camaraderie Build employee loyalty & create brand ambassadors Enhance receptivity towards strategy and policy implementation Reduce turnover rates and attract top talents Deliver on your brand promise effectively Build customer loyalty and create brand advocates Create a branded customer experience to "WOW" customers Impact your bottomline INTRODUCING OUR CAST TBT:Culture is the brand culture consulting and training arm of The Brand Theatre Worldwide Group. We have created legions of employees who live the brand and deliver a branded customer experience that WOWed customers as well as coached leaders and employees through our brand performance training programmes. Our star-studded cast includes passionate, dedicated and knowledgeable brand coaches, researchers, strategists, and designers with more than a century of combined global experience in creating branded cultures and brand coaching.

3 PROGRAMME AT A GLANCE Branded Customer Experience Consulting End-to-end consulting services to transform employees so that they deliver a memorable branded customer experience Internal Brand Consulting End-to-end consulting services to align your employees and organisational culture to your brand values Our Branded Culture Solutions Training Comprehensive range of training programmes on brand strategy, internal brand alignment and branded customer experience Certification & Business Licenses Upgrade the skills and knowledge of your staff in branding

4 ACT ONE INTERNAL BRAND ALIGNMENT Does your performing and backstage crew act as one and behave according to your brand values? At TBT:Culture, we do not believe that branding is complete until your leaders and employees think and behave according to your brand values. As one of the global pioneers in internal branding consulting, We have been engaged across the globe to create internal brand research, strategy, training and communications tools. Our 4-step internal brand alignment methodology: Research Strategy Train Engage Put your internal brand through rigorous research and analysis that would generate insights for internal brand platform development Properiatary Brand Inside Research Tool Communications Audit Ethnographic Research Employee Diaries Secondary Research Employee Survey Employee Brand Scorecard Brand Metrics Develop or refine your existing brand DNA and internal brand platform so that you know what your brand stands for Our time-tested strategic tools include: Employee Value Proposition Employee Promise Development Employee Behaviour Map Employee Value Maps Employee Brand Positioning Employee Brand Development Employer Brand Platform Convert employees into brand champions who live the brand Our acclaimed workshops include: Live the Brand Brand Champion Mindset Write On-Brand Recruiting On-Brand Sell the Brand Managing On-Brand Personal Branding Brand Leadership Reinforce and sustain your internal brand through the most suitable internal communications tools Our impactful communications tools include: Internal Communications Campaign Employee Guidelines Newsletter Staff Magazines Podcasts Discussions Strategic HR Integration Branded Employee Reward, Recognition and Retention Programme Internal & External Measurement

5 ACT TWO BRANDED CUSTOMER EXPERIENCE Customer experience has been heralded by top business thinkers and industry leaders as the next frontier of competition as well as one of the strongest bastions of defense against price erosion and the loss of customers. To help you deliver a WOW experience, TBT:Culture offers end-to-end branded customer experience management consultation that develops highly strategic solutions driven by research that will scrutinise your customers journey in interacting with your brand and provide them with positive multi-sensory experiences consistently across all interactions so that you will earn the standing ovation of your customers and covert them into loyal fans. Our 4-step branded customer experience management methodology: Research Strategy Train Engage Put your internal brand and organisational culture through rigorous research and analysis that would generate fresh and valuable insights. Our Brandlove Experience Tracker tools include: Customer Experience Research Employee Engagement Research Key Driver and Gap Analysis Internal and External Communications Audit Site Visits Touchpoint Identification and Mapping Focus Groups Mystery Shopper Programme Interviews Ethnographic Research Develop a strategic platform based on the insights generated in the Research stage by refining your existing brand DNA and internal brand platform. Our powerful strategic tools include: Customer Experience Statement Development Service Vision Development Best Practices Documentation Touchpoint Experience Design and Mapping Customer Expectations Mapping Customer Journey Map Training is the key to help your employees understand about your brand, the intended brand experience and how they can deliver it at every touchpoint. Our acclaimed workshops include: Branded Customer Experience Customer Trends Touchpoint Mapping Sell the Brand Customer Loyalty Service Vision/Values Discovery Reinforce and sustain your branded customer experience through the most suitable internal communications tools as your employees transition from random or undifferentiated customer experience to a branded one. Our impactful communications tools include: Training Reinforcement Tools And Modules Ongoing Customer Experience Coaching Ongoing Employee Engagement Research Customer Experience Tracking Research Customer Satisfaction Survey

6 ACT THREE TRAINING TBT:Culture offers a comprehensive range of training programmes conducted by award-winning brand coaches that will help you grow your brand, nurture employee and customer engagement, build loyalty and impact your bottom line. Brand-centric Training Programmes Highly strategic coaching programmes tailored for senior managers Brand Strategy Experience Branding Brand Innovation Cross Cultural Branding Brand Boot Camp Brand Story Brand Discovery Blue Ocean Strategy For Brand Brand Market Leadership Brand Mastery 4.0 Asian Brand Strategy People-centric Training Programmes Highly engaging and inspirational training programmes to align employees to your brand DNA and enable them to deliver on your brand promise consistently Internal Branding Masterclass Live the Brand Employer Branding Corporate Values & Teambuilding Brand Leadership Roundtable Personal Branding for Leaders/ Executives Brand Champions The Branded Employee Manage On-Brand Seminar Branded Conversation Customer-centric Training Programmes Fun, interactive and highly-practical training programmes to help employees deliver a branded customer experience across all touchpoints Branded Customer Experience Brand Consumer Trends Branding 3.0 Creating Your Brand Story Sell the Brand Turn Me On: The Branded Salesman Touchpoint Masterclass Brand Experience Strategy Experience Marketing Lessons from The Legends Guerilla Marketing

7 ACT FOUR CERTIFICATION & BUSINESS LICENSES Are you an individual looking to master the art of branding or a human resource manager looking to further the skills and knowledge of employees on branding? As one of the leaders in branding and brand training in Asia, TBT:Culture offers a series of highly-practical certification courses that will help you or the employees in your organisation move to the next level. TBT:Culture also offers three business licenses and toolkits to help smaller businesses with DIY branding. In these tool kits, you will find more than a hundred of templates as well as other valuable and highly practical materials to help you build your external and internal brand as well as your customer experience. These tool kit & licenses come with the option to include a workshop conducted by a senior brand consultant. For Individuals and Groups: Brand Mastery Certification Internal Brand Strategist Certification Branded Customer Experience Strategist Do you intend to take your mastery of branding to the next level? Upon completion of the highly practical Brand Mastery Certification programme, you will not only earn the Certified Brand Strategist designation but also expand your knowledge of branding and gain access to branding research & strategy templates used by professionals. Want to create branded culture at your organisation? This highly-practical certification programme is designed to equip participants with the skills and knowledge to motivate employees to live the brand. Upon completion, you will earn the Certified Internal Brand Strategist designation. Why not take the lead in creating a branded customer experience for your organisation? Designed to equip you with the skills and knowledge to manage touchpoints and create a "WOW" experience for your customers, this certification programme is not only highly-practical but also enable you to earn the Certified Internal Brand Strategist designation upon completion. For Companies: Brand Tool Kits for Organisations Internal Brand Business License Branded Customer Experience Business License The Brand Tool Kit is a comprehensive process-driven strategy tool kit which includes over 100 templates, 12 modules and a Brand Mastery certification for brand managers to implement and put in place a complete brand strategy for their organisations. This License will help you to implement your internal brand within your organisation. It allows you to conduct your own training using the most innovative materials for your organizational development program. It consists of key modules, processes and trainer certification for company-wide implementation. This License is a comprehensive toolkit that is equipped with executable ideas, templates, modules and tools to provide a full implementation plan for your organisation and trainers. It consists of key modules, processes and trainer certification for company-wide implementation.

8 OUR BRAND STORIES We have helped brands ranging from Fortune 500 MNCs to SMEs and government organisations to create memorable brand cultures. A new global brand offering by BASF, Master Builders Solutions engaged us to create their brand culture across 30 countries. Through our research and strategy framework, we helped develop a branded culture that was rolled out globally. Through a series of brand engagements and Brand Coach/Live The Brand workshops, we have helped create a world-class branded culture for a world-class brand. Construction With an extensive portfolio of brands which included Tiger and Heineken, Asia Pacific Breweries needed employees who understood and championed the corporate and product brands. Through Internal Branding, we aligned employees along its corporate brand values and created brand champions for product brands who are able to inspire their colleagues to deliver the brand promises. FMCG SENAAT, the industrial arm of the Abu Dhabi government, sought us to engage their employees to the brand promise and to deliver a consistent experience to its global stakeholders. We carried out a series of Internal Branding engagement activities and workshops to build a powerful brand champion mindset and establish SENAAT as a key player in the gulf region. Goverment

9 SingPost wanted to develop a branded d service culture among all employees of all levels that truly engaged its customers. We developed a strong Service Champion team via our customer experience framework. At phase two, we also impacted frontline staff through a series of branded d customer experience engagements to create a customer-centric culture. Professional Services With more than 110,000 employees, BASF saw a critical need to align its employees in Asia to its brand promise and value proposition. We set up a BASF Brand University, created 12 Brand Training Modules, conducted senior management workshops to craft BASF s internal brand strategy, and ran Live The Brand workshops to engage key stakeholders to the BASF Brand Champion mindset. Professional Services To solve the problem of aligning staff to live the Changi Airport brand, Civil Aviation Authority of Singapore (CAAS) commissioned us to ensure that their brand values were translated into employee behaviour. Our solution: a four-month campaign that created brand champions and inspired employees to deliver Changi Airport s brand promise to customers. Tourism

10 Over 20 years of experience Over 30 countries Over 1,000 brands Over 1 million people impacted GOVERNMENT B2B B2C

11 TBT: CONSULT Creating Branded Experiences Strategic Brand Consulting 360 Brand Engagement TBT: CULTURE Creating Branded Cultures Internal Brand Alignment Branded Customer Experience TBT: ACADEMY Creating Branded People Brand & Marketing Training Customer & Employee Engagement 55 Serangoon North Avenue 4 #01-03 S9 Serangoon North Singapore T F Singapore Australia Malaysia Vietnam UK