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If you missed the March Professional Development Event, you missed...
Building a Brand from the Inside Out
by Trish Rios, Freelance Writer

In her 18 years working in Corporate Communications at Southwest Airlines, Senior Vice President Ginger Hardage has learned that the best way to earn customer loyalty and an exceptional reputation for an organization is to start with the people who operate the business – employees. At IABC/Chicago’s March 20 networking and professional development luncheon, Hardage shared her thoughts on how an organization’s brand can yield consistent profitability and prestige over the years.

DNA Branding
According to PR guru Paul Holmes, Web 2.0 has ushered us into the age of “DNA branding” – marketing communication that reflects the corporate culture or genetic make-up of the company. In short, a company’s brand is an extension of its employees. So if employees are well informed about the services or products being sold and if they take pride in their organization and job, then this attitude will translate to positive stakeholder opinion of the company. Hardage advises several questions communications professionals need to ask themselves to achieve this end result:

1. Does your organization brand have a personality?
The personality (i.e., culture) or face of the company should be proactively conveyed to the outside world. Consider engaging leadership in company events that require interaction with the general public. Write “success on the job” profiles of employees and place them in consumer publications or in the case of Southwest, in-flight magazines. Establish culture committees for employees to manage and encourage them to volunteer their time at a nonprofit or worthy cause.

2. Do you know what your brand drivers are thinking?
Your employees are your company’s ambassadors. To ensure they impart good will about the organization, it is critical to know what they’re thinking about their employer. Conduct employee surveys to identify their concerns about company mission, employee recognition, training, culture, etc. Resolve these issues with department meetings, companywide C-level responses, and incentives and recognitions – such as commissions, cash drawings and prizes – for employees to be exemplary in their work ethic. If employees feel they are being taken seriously by management, they will value and uphold the company mission in return.

3. Are you nurturing the brand behind the scenes?
Invest in your employees. Even though you hire for the right attitude and pay for the skill set, be sure to continually nurture these qualities to their full potential. Develop a specialized on-boarding program and implement from day one for new hires. Be sure to keep employees in the loop on company policy and values, products and services and crises via the intranet, e-mail, CEO blog/addresses, newsletter and other regular publications and town hall meetings. Encourage employees to learn about company financials and foster an atmosphere where employees feel empowered to make decisions. Ultimately, ensure mutual trust between employer and employee to further positive brand reputation.

4. Does your brand hold up in a crisis?
Crises are a true test of the brand, and likewise, for the employees that represent that brand. Train employees on how to react to external inquiries and how to seek answers should the unexpected and unfortunate happen. The corporate communications department should have a plan already in place to resolve the crisis in a way quickly and honestly addresses the needs of all stakeholders.

5. Does your brand uphold company values?
Does your company walk the talk? In this era of citizen journalism, credibility is invaluable to a brand. So if the company emphasizes giving back to the community, make sure a foundation or employee-giving program is established. Publicize your charitable endeavors in consumer online and print publications that cater to audiences you would like to cultivate.

IABC/Chicago provides a number of opportunities throughout the year for its members and guests to learn more about topics of interest and make valuable professional connections. Some of our recent events include:

DATE & EVENT TYPE	TOPIC	SPEAKER	SPONSOR
October 14, 2008 Chicago	Business to Business Marketing ROI	Merry Elrick
Jun. 5-6, 2008 Chicago	Financial Communication Workshop Learn more and register	James K. Gentry Professor University of Kansas	IABC
Jun. 9-12, 2008 Chicago	SPONSORED LISTING: Social Media Summit: How To Use Blogging, Podcasting & the Latest Web 2.0 Technologies To Engage Your Employees, Reach Your Customers & Build Your Brand Learn more and register	See details for information	Advanced Learning Institute
May 7, 2008 Libertyville	Senior Communicator Forum Advocacy Learn more and register	Host: Tom Keefe	IABC/Chicago
May 7-9, 2008 Chicago	SPONSORED LISTING: Corporate Communicators Conference 2008 Save $200 with Preferred Customer Code CHCB8. Learn more and register	See details for information	Ragan Communications
May 12-13, 2008 Chicago	SPONSORED LISTING: Advanced Internal Communications Save $150 with Preferred Customer Code CHCB8. Learn more and register	See details for information	Ragan Communications
May 15, 2008 Chicago	Networking and Professional Development Luncheon Crisis Communication: Compassionate leadership in the toughest of times Learn more and register	John Santoro Executive Director, Leadership Communications Pfizer New York	IABC/Chicago
Apr. 17, 2008 Chicago	Networking and Professional Development Luncheon Seeing is NOT believing: Real-world photo ethics Learn more and register	Suzanne Salvo Co-Owner Salvo Photography Houston	IABC/Chicago
Apr. 17, 2008 Chicago	Special Afternoon Seminar JUST SHOOT ME! Everything you ever wanted to know about corporate digital photography but were afraid to ask Learn more and register	Suzanne Salvo Co-Owner Salvo Photography Houston	IABC/Chicago
Mar. 12, 2008 Chicago	Senior Communicator Forum Staffing and Development Learn more and register	Host: Pauline Draper	IABC/Chicago
Mar. 20, 2008 Chicago	Networking and Professional Development Luncheon Building a brand from the inside out Learn more and register	Ginger Hardage Senior Vice President, Corporate Communications Southwest Airlines	IABC/Chicago
Feb. 28, 2008 Chicago	Networking and Professional Development Luncheon What's the true value of accreditation and your ability to Be Heard™? Learn more and register	Ned Lundquist, ABC Senior Science Advisor Alion Science and Technology	IABC/Chicago
Jan. 9, 2008 Hoffman Estates	Senior Communicator Forum Social Media: Obstacles and Opportunities Learn more and register	Host: Jeff Altheide Gibbs & Soell Public Relations	IABC/Chicago
Jan. 17, 2008 Chicago	Networking and Professional Development Luncheon Bring a brand to life Learn more and register	Mark Schumann, ABC Managing Principal Towers Perrin Houston	IABC/Chicago
Feb. 5, 2008 Chicago	New and Prospective Member Event The Greening of Corporate America		IABC/Chicago
Dec. 5, 2007 Chicago	Senior Communicator Forum Get details	Host: Pauline Draper	IABC/Chicago
Dec. 17, 2007 Bin 36 Loft Chicago	Holiday Networking Extravaganza Get details	Wine tasting and entertainment by ComedySportz®	ComedySportz®
Nov. 15, 2007	Networking and Professional Development Luncheon Energizing innovation: Techniques for sparking new ideas Get info	Jonathan Vehar Senior Partner New & Improved Chicago	IABC/Chicago
Oct. 18-19, 2007 Chicago	IABC 2007 Business Writing Conference Get details	See IABC Website For Full Program	IABC International
Oct. 18, 2007 Chicago	Networking Event for Prospective and New Members Get details	Allan Schoenberg Director Corporate Communications CME Group David Grossman IABC/Chicago Co-President	IABC/Chicago
June 7, 2007 6 - 7:30 pm Chicago	Networking Event for Prospective and New Members Get details	Shannon Quinn L.C. Williams & Associates	IABC/Chicago
June 14, 2007 6 - 7 pm Chicago	The Five W's of Accreditation Get details	Informational Meeting	IABC/Chicago
Jun. 27, 2007 5:30 - 8:00 pm Chicago	Networking & Personal Growth Event: Cooking Up a Successful Communication Career Get details	Vickie Austin Choices Worldwide	TBD
May 22, 2007 5:30 - 8 pm Chicago	Hands-On Workshop: So How Do I Measure My Communication Project? Get details	Workshop	IABC/Chicago
May 16, 2007 11 am - 1 pm Skokie	Networking & Professional Development Luncheon: Tips for Communicating Effectively Across Cultures and Age Groups Get details	Mickey Brazeal Asst. Professor Integrated Marketing Communication Roosevelt University	IABC/Chicago
Apr. 18, 2007 11 am - 1 pm Chicago	Networking & Professional Development Luncheon: The Public in the Machine - Using the Latest Online Tools that Put PR in the Driver's Seat Get details	Ed Schipul President and CEO Schipul - the Web Marketing Company Houston, TX	IABC/Chicago
Apr. 18, 2007 1:30 - 4 pm Chicago	Afternoon Seminar: Trends in Public Relations Technology: Harnessing the Chaos to Encourage Collaboration and Engagement	Ed Schipul President and CEO Schipul - the Web Marketing Company Houston, TX	IABC/Chicago
Apr. 12-13, 2007 Chicago	IABC 2007 Business Writing Conference Allerton Crowne Plaza Hotel Get details	See Full Listing on IABC International Web site	IABC International
Mar. 21, 2007 11 am - 1 pm Chicago	Networking & Professional Development Luncheon: How eBay Engages Employees in the Business PLUS Morning-After Chat Get details	Peter Vogt Director of Internal Communication eBay Inc. San Jose, CA	Bloom, Gross & Associates
Mar. 6, 2007 6 - 7:30 pm Chicago	Networking Event for Prospective & New Members Get details	Jeff Leshay U.S. Director of Media & Presentation Edelman	IABC/Chicago
Feb. 21, 2007 11 am - 1 pm Chicago	Networking & Professional Development Luncheon: Practical Approaches to Generating and Demonstrating Communication ROI PLUS Morning-After Chat Get details	Mark Wiener President Delahaye New York, NY	IABC/Chicago
Feb. 7, 2007 7:30 - 9 am Oak Brook	Networking & Professional Development Breakfast: A Day in the Life: An Insider View of a Reporter's World Get details	Meg Breslin Chicago Tribune Harry Gamble Liberty Suburban Chicago News Kim Mikus Daily Herald Mike Puccinelli CBS 2 Chicago	IABC/Chicago
Jan. 31, 2007 7:30 - 9 am Chicago, Libertyville	FREE Senior Communicator Forum	Hosts: Shawn Kahle, Chicago Tom Keefe, Libertyville	IABC/Chicago
Jan. 17, 2007 11 am - 1 pm Chicago	Networking & Professional Development Luncheon: Cutting Through the Clutter: Writing for Today's Employees PLUS Morning-After Chat Get details	Steve Crescenzo Crescenzo Communications Chicago TBD	IABC/Chicago
Dec. 6, 2006 5:30 - 7:30 pm Chicago	Holiday Networking Event Speaker topic: Beyond Words: Interpreting Nonverbal Communication Get details	Anne Beall, Ph.D President Beall Research & Training	IABC/Chicago
Nov. 14, 2006 11 am - 1 pm Chicago	Networking & Professional Development Luncheon: The Magic is in the Message PLUS Morning-After Chat Get details	Karen Friedman President Karen Friedman Enterprises Blue Bell, PA	IABC/Chicago
Nov. 8, 2006 7:30 - 9 am Chicago	FREE Senior Communicator Forum PLUS Morning-After Chat	Host: Shawn Kahle	IABC/Chicago
Oct. 26, 2006	Networking and Professional Development Luncheon: Making the Most of Leaders through Effective Leadership Communication Get details	David Grossman, APR, ABC President and Principal Thought Partner™ David Grossman & Associates	Bloom, Gross & Associates
Oct. 12-13, 2006 Chicago	IABC Business Writing Conference *SOLD OUT*	John Sturtevant Wilma Mathews, ABC Kori Reed Barbara Puffer, ABC Shel Holtz, ABC Sue Khodarahmi Vicci Rodgers	IABC/Chicago
Oct. 4, 2006	Networking & Professional Development Luncheon: How to Use The Search to Power Up Your Public Relations Get details	Carol Jouzaitis Senior Vice President, Director of Public Relations Slack Barshinger	IABC/Chicago
Sep. 28, 2006	Spectra Awards/Professional Development Luncheon Get details	Pattie Schiele, Communication Director, Motorola Integrated Supply Chair	IABC/Chicago
Sep. 13, 2006	New Member/Prospective Member Networking Event Get details	Jim Ylisela, Group Publisher, Ragan Communications	IABC/Chicago
Jun. 28, 2006	The Five Ws of Accreditation Get details	Informational Meeting	IABC/Chicago
Jun. 21, 2006 Chicago	Professional Development Luncheon: Overcoming the Challenges of Service Marketing and Communication Get details	Dave Heinke Regional Marketer Grant Thornton	IABC/Chicago
Jun. 21, 2006 Chicago	FREE Senior Communicator Forum: Topic determined by attendees Get details	Forum	IABC/Chicago
May 17, 2006 Chicago	Professional Development Luncheon: Communicating Big Ideas in a Shrinking World Get details	Jane Lump Vice President AON	IABC/Chicago
May 10, 2006 Oak Brook	Professional Development Luncheon: How the World's Largest Online Marketplace Connects its Employees to the Business Get details	Peter Vogt, Director of Internal Communication for eBay Inc.	Bob Zeni & Associates, Inc. (PDF)
May 3, 2006	Networking Event for New and Prospective Members Get details	Networking Event	IABC/Chicago
April 27-28, 2006	IABC and Delahaye present The 2006 Corporate Reputation Summit Get details	Conference	IABC International
April 26, 2006 Suburban	FREE Senior Communicator Forum: Topic determined by attendees Get details	Forum	IABC/Chicago
April 19, 2006 Chicago	Professional Development Luncheon: The Future of Employee Communications Get details	Keith Burton President, InsideEdge Golin Harris	Ragan SolutionPeople
April 5, 2006 Chicago	FREE Senior Communicator Forum: Topic determined by attendees Get details	Forum	IABC/Chicago
March 29, 2006 Chicago	Professional Development Workshop: Internal Communications Audits: Techniques, Tools and Tips for the Strategic Communicator Get details	Louis C. Williams, ABC, APR Gregory Gordon L.C. Williams and Assoc.	IABC/Chicago
March 22, 2006 Skokie	Professional Development Luncheon: The New Diversity Communications Get details	Peg Wander Supplier Diversity Program RR Donnelley	IABC/Chicago
Mar. 15, 2006 Chicago	Professional Development Luncheon: Integrated Marketing Get details	Tom Aiello Vice President Military.com	Elk Grove Graphics
Feb 22, 2006 Suburban	FREE Senior Communicator Forum: Topic determined by attendees Get details	Forum	IABC/Chicago
Feb. 15, 2006 Chicago	Professional Development Luncheon: Preparing Communication and PR plans for an IPO: Lessons learned and tips any communicator can use Get details	Maria Gemskie Managing Director of Communications Chicago Board of Trade	IABC/Chicago
Feb. 1, 2006 Chicago	FREE Senior Communicator Forum: Topic determined by attendees Get details	Forum	IABC/Chicago
Jan. 31, 2006 Suburban	FREE Senior Communicator Forum: Topic determined by attendees Get details	Forum	IABC/Chicago
Jan. 24, 2006 Chicago	New and Prospective Member Event Get details	Guest Speaker to be announced	IABC/Chicago
Jan. 18, 2006 8 am-12 pm Chicago	Professional Development Breakfast and Workshop: Measuring Communications Success Get details and register	David Kistle Vice President Padilla Spear Beardsley Inc.	PR Newswire
Dec. 1, 2005	Holiday Networking	N/A	IABC/Chicago
Nov. 16, 2005	Building an Integrated Communications Plan for Better Business Results	Mollie Waller (Bio) Vice President, Nutrition, Affairs, and Communications Dairy Management, Inc.	BurrellesLuce
Oct. 19, 2005	Crisis Communication	Clifton M. O'Neal (Bio) Director, Corporate Communications TransUnion, LLC	Melcrum
Oct. 12, 2005	Communication and Technology	Gary Ross (Bio) General Mgr. of Corporate Communications CDW	IABC/Chicago
Sep. 28, 2005	Counseling Senior Executives	Ron Iori Director, Office of the President Ford Motor Company Public Affairs	Ragan Communications, Inc.
Aug. 23, 2005	"How to Earn IABC Accreditation"	Informational meeting/teleconference	IABC/Chicago
Aug. 16, 2005	"How to Earn IABC Accreditation"	Informational meeting/teleconference	IABC/Chicago
Aug. 11, 2005	Teleseminar: "Brand Inside"	Marc Schumann, ABC Towers Perrin	IABC/Chicago
Jun. 15, 2005	Media Panel: "Working with Chicago's Top Broadcast Media"	Art Norman, co-anchor, reporter, Channel 5 News Charlie Schumacher, assistant news director, WGN Geoff Dankert, managing editor, FOX News Chicago	BusinessWire
May. 18, 2005	"What It Takes To Build A Strong Brand For A Professional Baseball Club."	Christine O'Reilly Senior Director, Community Relations Katie Kirby Director, Public Relations The Chicago White Sox	Melcrum Publishing
May. 10, 2005 SUBURBAN (Skokie)	"Latest Research Reveals Best Practices for 21st Century Employee Communications - How To Maximize IABC's Resources"	Warren Bickford Vice Chair, IABC IABC Research Foundation
Apr. 20, 2005	"Smart Tips In Working With Vendors"	Vendor Panel BHI Design (Steve Reagan) Elite Communications Group (Linda Spulak, Vice President & GM) Dunn Solutions (Bill Dunn, Dan O'Neil)
Mar. 23, 2005 SUBURBAN (Oakbrook)	"Corporate Responsibility In Today's World"	Joyce Robinson Vice President Global Diversity & Corporate Citizenship GE Insurance Solutions	Creative Printing Services
Mar. 16, 2005	"Bridging the Generation Gap."	Julie Freeman President, IABC	Melcrum Publishing

For a list of upcoming events, check our Events page.

FREE Senior Communicator Forum PLUS Morning-After Chat

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