Presentation Name

1. Sub-heading
Brand Alignment at Sun International

October 2008
Presented by Ica van Eeden
 WHY do “Internal Brand Alignment”?

• We recently repositioned our Group Brand with a promise

of….
 We know and acknowledge that…

• A Brand is more than just a promise…

it comes alive in the delivery where
perceptions are confirmed, and
when expectations are met

when our people consistently interact with our guests to

deliver quality, memorable experiences
The CHALLENGES we face
We also share a strong legacy…
 The Solution we chose…
1. To focus on:
a) Emotions
b) Experiences
c) Selling the Thrill vs. our Resort and Gaming products

2. Position our group for our future vision and strategy:

a) A family of brands
b) Each property brand offers a “Unique thrilling
experience” within it’s theme
c) The mother brand promises – “quality assurance”
 There is One Destination
One place that makes me feel truly alive
Where I’m inspired
There’s one place that makes me feel really beautiful
Where I live like there’s no tomorrow
Where I can play
Where I can find peace
Only one place makes me feel this sexy
Where I’m so excited I can scream
There is One Destination where I can truly experience wonder!
Sun International.
A Million Thrills. One Destination.
Making it come alive in the business…
WHY do we need to do things differently in
future?

Our Values

WHAT do we need to do?

WHEN we DO THIS, what will

happen?
HOW must we do this?
Where did we begin?
 The One Sun Project
(Internal Brand Alignment Project)

GOAL:

To unleash our hearts and minds to embrace the unique Sun

International way of doing business, so that we consistently
deliver memorable quality experiences for our customers and
each other.
 So what’s involved in this “Internal Brand
Alignment” initiative?
• Communication with our staff
• Involvement & participation on all levels
• Leadership engagement
• Branding, Personal Branding and positioning
• Service Delivery Training
• Industrial theatre and a thrilling experience
• An investment in our biggest asset i.e. our people, our
customers and our business partners
• Recognition of the thrilling stories our guests are telling us
• Having some serious FUN at work
 It‟s about raising the bar!
Customer
Delight

Informed Optimism
Uninformed
optimism / Confusion / fear /
uncertainty misinterpretation /
mixed messages
Commitment / passion /
change acceptance &
Gradual part of culture
Excitement / acceptance
emotional hype

Our ability to deliver consistent, memorable, quality experiences

Satisfaction
Customer
WHAT does the One Sun Project Consist of?

1. Management enablement initiatives e.g. facilitated training

& coaching engagements, for
• Executive Leadership (S Modules) &
• Operational Leadership (O Modules) e.g. Middle
Management

2. Brand Alignment Workshops (BAWs) for ALL staff

 Targeting the Audience…
Executive / HOD Management (Strategic Leadership engagement)
They need to:
• Understand it
• Lead it
• Enable it
• Sustain it

Management / Middle Mng / supervisor (Operational Leadership engagement)

They need to:
• Understand it
• Lead & Motivate it
• Coach, and
• Sustain it

They need to:

• Understand it
• Commit to it
• Deliver thrilling experiences
All staff at property (S + O + All Others)
 Tried and tested Approach
Executive / HOD Management (Strategic Leadership engagement)
- Dealing with BAW outcomes
Personal Branding
- Service Delivery and Standards
Team build &
planning - Leadership
Info / Comms at
EOC / HODs S1 S2 S3
The Brand concepts

Scoping with -Company Brand Planning for

Communication and Measurement

-Past & future BAW Joint session for
EOC S & O levels to
pledge
commitment &
Management / Middle Mng / supervisor (Operational Leadershipdevelop
engagement)
100 day
Action Plan
Why & What?
Brand
O1 O2 include the coaching &
Preferred Future sustaining for the O
level
Personal Brand

Scoping with
representative
team Legends
BAW Info / Coms
BAW
Etc. Scoping
BAW Facilitated
BAW Training

All staff at property (S + O + All Others) Planning

 It‟s about raising the bar!
Customer
Delight

Informed Optimism
Uninformed Confusion / fear /
optimism / misinterpretation /
uncertainty mixed messages
Commitment / passion /
change acceptance &
Gradual part of culture
Excitement / acceptance
emotional hype
Satisfaction

Our ability to deliver consistent, memorable, quality experiences

Customer

S1 S2 S3
Scoping

Planning
Planning

O1 O2

Scoping
BAW
 Some facts …
1. By end September, we had delivered the project to 9 properties
2. We touched 13,463 of our total staff headcount i.e. an estimated
64% of Sun International
3. By end December we would have delivered to 14 of our properties,
16,800 people (78%) and end April 2009 to all our properties
4. To deliver the project we will:
a)Go to ALL of our properties
b)Engage +/- 21,000 of our people
c) Deliver 150 Brand Alignment sessions
d) 25 x 3 days = 100 days of Strategic Leadership engagements,
and
e) 55 x 3 days = 165 days of Operational Leadership
engagements
 The key messages that
we share with our staff…
VALUES
BRAND
PROMISE

CUSTOMER
SERVICE

C L E A R

THRILLS /
STORIES OF
DELIGHT
 Only our people can
“delight” our
customers!

Employee-customer relationship
 Let’s put this in another way…
Where to invest to improve the
customer experience?
Spend /
Customer
Wallet share
Expectations
Moments of truth?

Customers‟ Achieve Group‟s

Customers‟
Customers‟
Experience
Brand Experience Vision, Goals
Experience
Of „Delight‟ Loyalty
Promise Of „Delight‟ and
Where to invest to motivate and “A Thrill”
profitability
enable employees to deliver
the promised customer
experience?

Employee
Referrals
Delivery
Sustaining the investment…
 What do we need to sustain after the One Sun
Project was delivered at a property?
1. Consistent Delivery to the
Brand Promise
2. Supporting the Service
Delivery Journey Map

3. Enabling the property to

deliver for success i.e. the
measures
 Week 7
Week 12
Week 6 PASSION LIVE THE
PRIDE VALUES

Week 13
ENERGY
Theme for Month 1:
KEEP IT Week 5
Week 8
CLEAR POSITIVITY
RECOGNITION
Week 11
YOU’RE IT!
Week 1
CROSS-TEAM Week 14
INTER-ACTION
Theme for Month 2: EMPOWERMENT
MILES OF
SMILES
Week 9 Week 10
Week 4 PRAISE &
PAY IT
BE FORWARD
ENCOURAGEMENT
C.L.E.A.R.

Week 2
COMMUNICATION
“THE BRAND
PROMISE” Theme for Month 3:
LICENSE TO
THRILL

Week 3
RAISING
THE BAR
The Supporting PLAN
 “The Toolkit”

C L E A R
Some examples of the communication elements in the toolkit

Values
C

V5.0
Values Posters
Notice Board
Corporate Identity
Our Golden Thread
Our History DVD
Our History Map
Our Future DVD
It‟s all about the measurable
outcomes…
The Outcomes that the Internal Brand
Alignment Project seek to achieve…

Brand
Promise
Customer
Delight
Brand
Delivery
 One Sun Project outcomes

Are our communication and messages consistently

Brand
promising our customers
Promise
“A Million Thrills. One Destination.”?

Are our people consistently delivering in our Brand

Brand
promise and acting as ambassadors to “Light up their
Delivery
Lives” by being C L E A R in their behaviour?

Are our customers experiencing engagements at our

Customer properties so that they tell others stories of: “There is
Delight One Destination where they Light up my Live with A
Million Thrills.”?
The Ultimate Outcome that we seek!
True stories of how we thrill our customers.
Alfred the porter…
Questions?

Thank you!