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Advanced Bridge Building

Advanced Bridge Building. Rebranding, Redefining and Revaluing RIM. First, The End. What are you going to leave with? Brand makeover strategy New toolkit of communication tools A new closet of “hats” Fluency in a new RIM brand language Organizational education strategies.

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Advanced Bridge Building

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  1. Advanced Bridge Building Rebranding, Redefining and Revaluing RIM

  2. First, The End • What are you going to leave with? • Brand makeover strategy • New toolkit of communication tools • A new closet of “hats” • Fluency in a new RIM brand language • Organizational education strategies

  3. Four Questions I’d Like You to Answer • What is the most inaccurate perception your colleagues have about RIM?  • 2) What are the three most important roles you believe RIM professionals should play in the next five years? • What “hat” would most effectively describe the primary role RIM professionals have in an organization? • In 2010, what are the barriers that could keep you/ RIM from fulfilling its role?

  4. Let’s start in an unlikely place… What is a brand?

  5. A BRAND is not a logo… Leci n’est pas une brand

  6. A BRAND is not a slogan…

  7. A BRAND is not an identity…

  8. And finally, a BRAND is not a product…

  9. So, what exactly is a brand?

  10. A brand is about an experience and the relationship emanating from that experience.

  11. A brand is… • The trust your customer puts in you or your product/service • How someone feels about you or your product/service…NOThow they think about it

  12. A brand is… • Not what you say it is… • It’s about what they say it is!

  13. Brands are about… customer experiences… and TRUST

  14. Five Disciplines of a Brand • Differentiation

  15. Ask yourself…How does my boss see me? How do my colleagues see me?

  16. The Focus Test: • Who are you?_____________________ • What do you do? __________________ • What does it matter? _______________

  17. Five Disciplines of Brand • Differentiation • Collaboration

  18. Building a brand requires absolute collaboration Collaboration between individuals, teams, departments, divisions, outside resources, market allies…

  19. What are some examples of collaboration?

  20. Five Disciplines of Brand • Differentiation • Collaboration • Innovation and Execution

  21. What’s the number one strategy/ execution test? OIVSIO

  22. The reason the Beatles were so wildly successful was… they never did the same thing once

  23. Five Disciplines of Brand • Differentiation • Collaboration • Innovation and Execution • Validation

  24. Validation Tests • What are some important validation tests of your worth and value in your organization?

  25. Three Tests • The Power of Invisibility • Are you invited to the important meetings? • The Power of Viewpoint • Are you asked for your opinion? • The Power of the Circle of Repeatability • What do your colleagues say about you when you are not in the room?

  26. Five Disciplines of Brand • Differentiation • Collaboration • Innovation and Execution • Validation • Cultivation

  27. Business is a process…not an entity • Branding is a process…in trust • A living brand is a pattern of behavior… • not a wall of stone

  28. So, to close our conversation about you as a brand…what are the three most important questions in branding?

  29. 1. What are you the protagonist for?

  30. 2. What is your ED? • Experience Differentiation • What is it like to work with you? • What is it like to work for you? • What is it like to ask for your help? • What is it like to get your help?

  31. 3. What is your RQ? • Relationship Quotient • How are you trusted? • What are the ingredients of your relationships? • What is the foundation your relationships are built on?

  32. So…can we agree? • Brand is more than a product or institution …professions, professionals and people have a brand • Brand is a sum total of experience and relationships • Trusted brands receive word of mouth benefit and that’s brand equity

  33. What do executive leadership have to say about you? • Over the past three months, we’ve asked 22 international CEOs, 67 EVPS and 43 VPs in 11 industries…what value do your records management professionals bring? 11% said, “they try to find data that we need immediately and tell us why they don’t know where it is” 42 % said, “they’re responsible for accessible record preservation” 21% said, “they manage records and communicate procedures” 14% said, “they work on issues involving the integrity of our intellectual resources…our records” 12% said, “they are information advisors”

  34. Identity Chart • We then asked, “what creature best describes how you see records management?”

  35. Six Hats of Tomorrow’s RIM Professional

  36. Detective What are the attributes of a great detective? • Intellectual agility • Deep analytical capabilities • Understands and embraces “next practices” • Demonstrates deep courage to find the answer no matter where it tries to hide

  37. Crusader for Trust Trust is the newest and most essential leadership quality in the new global economy Relationships built on trust outperform relationships built on contracts High Trust organizations outperform Low Trust organizations 3 to 1 in productivity, profitability and growth in total shareholder return

  38. Crusader for Trust What happens when trust shrinks? What happens when trust grows? Trust can accelerate performance because in the end… “Trust the Teller and You Trust the Tale”

  39. Socratic Leader Recognize to be “listened to” you must communicate to develop listening skills Learn the Socratic approach “The power is in the question…not the answer” Consistent appearance of objectivity

  40. Imagineer Communications is not just for the communication folks How do you get invited to more meetings? • What are you contributing? • At first, visibility is value • Later, the power is invisibility To make a point…when you aren’t asking questions…start telling stories

  41. Imagineer Five fundamental principles for improving your communications… - Smile - Start with a question, metaphor, analogy or story - Always have your three “must-airs” - Speak in headlines, then inverted pyramid - Understand how to ‘bridge’ a conversation

  42. Engineer Why use bridge metaphors? Why is RIM about connectability? How is RIM about multi-directional construction?

  43. Your New Tomorrow • Your first five tasks in your new role • Understanding and educating about the power of fear • Relate to the non-financial areas of your company • Challenge their senses…evolvingfrom a content-driven institution to a context-driven institution

  44. Your New Tomorrow • Your first five tasks • Champion new knowledge acquired through new forensic pathways and technologies • Assume the role of protagonist for trust

  45. Your Greatest Challenges • Shaking off the history • Going somewhere emotionally unfamiliar and uncomfortable • Redefine TRUST, decision culture and the rules of pride/engagement • Wearing “the” hats

  46. Your Greatest Success • Shaking off the history • Going somewhere emotionally unfamiliar and uncomfortable • Redefine TRUST, decision culture and the rules for pride/engagement • Wearing “the” hats

  47. Thank you!

  48. HilburgAssociates alan@hilburgassoc.com 703.615.3621

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