HighDrive NetworkHighDrive NetworkHighDrive NetworkHighDrive Network
  • Programs
    • The BusinessMakers
    • The EnergyMakers
    • HealthMakers
    • BusinessMakers USA
    • Entrepreneur’s Playbook
    • Business Builders
    • Brandonomics
    • Women Mean Business
    • Biz Moments
  • About HighDrive
  • Advertising
  • Contact

Brandonomics from Savage – Monica Silva

Brandonomics | Episode: 514 | Guests: Monica Silva | 0
How do you create a message around vision and values? Robin Tooms queries Monica Silva, team lead of internal communications at Phillips 66; and Rob Camper, strategic brand director at Cadence Bank.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, Vice President of Strategy at Savage. For this edition of Brandonomics we’re going to look back at two very important strategies you should keep in mind as you create your corporate brand messages around vision and values. First up is Monica Silva, team lead of internal communications at Phillips 66. Monica gives great advice on what you should avoid doing when you start this process. She has a practical approach to how she ensured this initiative didn’t fall into the same trap of “sameness” that would have certainly put them on the wrong path.

Monica: So first, we made some objectives. You know we wanted our vision and values to be inspiring and true and then after doing some benchmarking of our peers, we really decided that it needed to be non-corporate speak. Something very concise and that employees would feel connected to. When we did our benchmarking process, and I looked around at what our peers were saying about themselves, it reminded me of what the adults sound like on the Peanuts cartoons: “Wah wah wah wah wah wah.” It was about delivering strategy, safely and to their stakeholders and it was just corporate speak all over the place. So we decided that’s not what we wanted our Phillips 66 vision and values to be like.

Robin: Our next piece of advice comes from Rob Camper, strategic brand director at Cadence Bank. Rob reminds us that once you’ve set this messaging, it has to be something that employees can understand and “own.”

Rob: It really happens from the inside out. It’s not just a bunch of clever campaigns and a cool brand platform that sounds businessy and relevant. It starts from the inside when every one of your people, your associates, your employees from the ground up understand it, live it, they own it themselves and that it’s integrated. What we call internal integration. When they own it, you’re done. You’re home free. We were very intentional about coming up with four core values that brought about a revolutionary idea, about owning it. Meaning responsibility, about doing right, integrity, about innovation, fresh thinking and team work, collaboration. So if we all feel that, of course our customers are gonna feel that. Of course it’s going to be revealed in every aspect, even into our marketing as well because it’s gonna be solidified when they interact with us.

Robin: I hope that this advice from our Brandonomics’ guests helps you rethink your your company’s purpose, mission, vision and values and how you can embark on a successful program around that. Tune in next week for another edition of Brandonomics, an inside look at top brands and their marketing strategies.

brought to you by

Recent Brandonomics Episodes

Patricia Quinlan - InkJet Inc.

Patricia Quinlan – InkJet Inc.

What happens when you have mad scientists on staff? Just check the manifesto. (The ...
Brandonomics
Patricia Quinlan - InkJet, Inc.

Patricia Quinlan – InkJet, Inc.

Purpose and behavior can bring a company’s values to life. Are your employees advocates ...
Brandonomics
Patricia Quinlan - InkJet Inc.

Patricia Quinlan – InkJet Inc.

There are many ways to make a company successful. At InkJet, mission, vision and ...
Brandonomics
Bret Farrar - Sendero Consulting

Bret Farrar – Sendero Consulting

Values rooted in passion offer a winning combination for his company. Bret Farrar is ...
Brandonomics
Bret Farrar with Sendero

Bret Farrar with Sendero

Core values are important. Can you articulate yours? The CEO and founding partner for ...
Brandonomics
Bret Farrar - Sendero Consulting

Bret Farrar – Sendero Consulting

Shouldn’t stewardship—a sense of purpose—be tied to an organization’s culture? Bret Farrar thinks so ...
Brandonomics
Loading...
© HighDrive 2018-2019 | All Rights Reserved
  • About HighDrive
  • Columbus Ohio
  • Contact HighDrive
  • Fort Lauderdale
  • HighDrive Network
  • HighDrive Network
  • HighDrive Network
  • HighDrive Programs
    • Biz Moments
    • Brandonomics
    • Business Builders
    • BusinessMakers USA
    • Entrepreneur’s Playbook
    • HealthMakers
    • The BusinessMakers
    • The EnergyMakers
    • Women Mean Business
  • HighDrive Sponsorship
  • HighDrive Weekly
  • Kansas City
  • Milwaukee
  • Nashville
  • Oklahoma City
  • Raleigh NC
  • San Antonio
  • Seattle
HighDrive Network