Brand Planning Principles • Branding starts at the top. • Employee brand behavior is transformed over time. • Development of the brand introduction program must take into consideration the organization’s culture. • Reframe the “brand” conversation. Build a “story” that encourages dialogue and involvement. • Make the brand personal to each employee, in each department.
Brand Planning Principles • Drive behavior and action. • Recognize and reward on-brand behavior. • Launch the brand internally before launching it externally. • Transition Plan: Set an end-date for all partners to fully transition to new identity.
Branding and Outreach Accomplishments • Identified 12 Regional Brand Champions • Held immersion session for 20+ stakeholders facilitated by Landor and Associates • Established charter and guiding principles • Developed an implementation plan and strategy • Hired Brand Management Specialist, Holly Neal • Held 32+ internal branding events across the state
2013 Brand Implementation Plans • Launch new www.kentuckycareercenter.com website • Install new Kentucky Career Center signage • Create and distribute branded office supplies/materials • Launch new brand to the public • Measure return on investment
Identified Issues and Opportunities • Local Workforce Investment Boards will lose their names and identity. • External signage will include regional names • Three branding options have been presented to LWIB’s for websites • Customers will walk into a stand-alone office that is branded Kentucky Career Center and will not have access to all the services. • Signage will include service of that particular location • Stand alone offices will be phased out over time • If we change the name on the building and do nothing to change the customer service experience, we’re damaging the new brand. • Several system transformation initiatives underway to deliver on the Brand Promise • One Stop Certification • Workforce Development Academy • Business Service Redesign • Sector Strategies