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Less Sizzle, More Steak:
Making your brand work for employees.
Paul Mlodzik, ABC, MC
Vice President
Marketing and Agency
The Co-operators
PM  COMMUNICATIONS
© 2005
Agenda
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Overview of Branding
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Definition, Key Concepts, etc.
Case Study: Defining Brand Attributes
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The Co-operators "Heritage" brand campaign
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Making the Brand Real for Employees
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Executing an "Internal Branding" Strategy
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How to integrate internal and external focus
Tips & Traps
PM  COMMUNICATIONS
© 2005
What Is A Brand?
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A brand is made up of the tangible and intangible
associations consumers form about a company and its
products/services.
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Brand has its own unique elements:
 Visual (logos, ads, offices)
 Emotional (feelings from advertising or direct
experiences)
 Cultural (“how we do things around here”)

The brand is the experience that is delivered to
clients every day.
PM  COMMUNICATIONS
© 2005
Less Sizzle, More Steak:
Making your brand work for employees.
Questions?
Paul Mlodzik, ABC, MC
[email protected]
PM  COMMUNICATIONS
© 2005