Enterprise Messaging & Brand Alignment
Case Study: Bringing the Brand to Life
Executive Summary
As the strategic lead and instructional architect behind this initiative, I spearheaded “Bringing the Brand to Life,” a company-wide brand alignment and employee messaging campaign designed to reverse declining guest loyalty and re-energize frontline performance. This enterprise effort unified 70,000+ employees across retail and restaurant operations by translating the company’s refreshed Brand Promise into clear, measurable behaviors and consistent communication practices. By combining behavioral science, leadership training, and field-tested communication tools, we achieved alignment across roles and regions, restoring cultural clarity and enhancing the guest experience.
🎥 This internal video introduced the Brand Promise behaviors to frontline teams, demonstrating how they show up in real work moments
Business Context
Despite a long-standing history of brand strength, internal data showed 15+ months of Guest Loyalty Program (GLP) decline, a rise in service complaints and comps, and reduced weekend traffic. A comprehensive review of store-level data revealed misaligned execution and inconsistent guest experiences.
Strategic Need
Reverse guest loyalty erosion by aligning operational behaviors, leadership expectations, and frontline messaging around a revitalized and tangible Brand Promise.
Messaging Strategy & Communication Goals
"Our actions today determine who will visit us tomorrow."
Align Stakeholders
Gain vertical alignment from leadership to front-line employees.
Reaffirm Identity
Reinforce the Brand Promise as our core identity, not a new initiative.
Focus the Organization
Center efforts on Guest and Employee Experience.
Drive Outcomes
Improve loyalty, reduce complaints, and deliver business results.
Messaging Framework
KNOW
- Guest traffic and GLP metrics are down.
- Guest complaints/service comps are up.
- We must focus on Guest Experience.
- Clear steps for Q3 & Q4 success.
DO
- Take action now.
- Follow leadership’s operational focus.
- Hold self and others accountable.
- Collaborate to meet metrics.
FEEL
- A sense of urgency.
- Confidence in the plan.
- Pride in our roles and the brand.
BELIEVE
- Every action matters.
- Leadership is aligned and committed.
- The strategy will drive results.
Audience Alignment, Channel Strategy, & Sustainment
Audience Alignment
Audience Objectives Recap:
- Hourly Employees & Skill Trainers: Inform, Inspire, Empower
- ETC & Managers: Coach, Support, Lead, Own Results
- DMs & RVPs: Align, Execute, Reinforce Strategy
Communication Channels:
- Hourly: Service Meetings, Sharepoint Employee Communication Channel, Employee Forums, Town Hall, Learning Management System, Ally Rally Script
- Managers: District Meeting, Leaders Conference, Sharepoint Communication Channel, Manager Forums, Town Hall, Learning Management System, Daily Communication Logs, Target Reports
- DMs/RVPs: Regional Meetings, Leaders Conference, Sharepoint Communication Channel, Manager Forums, Town Hall, Learning Management System
Sustainment Plan
A 28-week messaging plan was implemented post-activation to maintain momentum.
Key Components:
- Communication Calendar: Phased rollout from leadership prep in January to deep dives on GLP drivers in May.
- Weekly Dashboard: A "One-Stop Shop" on Sharepoint tracking key restaurant and retail metrics.
- Regular Touchpoints: Reinforcement through Manager Meetings, Skill Trainer meetings, and Ally Rallies.
- Gamification: Contests like the Mother's Day Scorecard to drive engagement and performance.
Channel Plan Sample
Guest Journey Narrative
You’ve been on the road for about 4-5 hours and your body says it’s time for a break. It’s early evening and there’s only a sliver of light left in the sky. You step away from the car, stretch your legs, and breathe in the familiar scent of firewood and bacon. As you walk past the rockers on the front porch, the warm glow from the oil lamps shimmer in the waning light.
On through the double doors, you scan the back wall for that all too familiar traffic light. After a few steps, a pleasant voice welcomes you. There’s a smile in her tone, sincerity in her words, and though you’re on a mission, you respond… then move forward. The restroom is clean and well-stocked. Thank goodness!
Mission accomplished, it’s time to eat. You’re drawn to the picture over the chalkboard by the host podium. “Today’s Feature”… sure looks good! The hostess smiles and describes the feature. She’s pretty convincing too; you know what you’re ordering! She asks you to follow her to your table and as you sit down she says Angela, your server, will be right with you.
Angela arrives in short time. With a sincere smile, she welcomes you, asks if you’ve heard about the feature, and wants to know if you’ve had enough time to decide. Closing the menu, you place your order—the feature it is! Angela recommends some side items, takes your drink order, and then heads to the kitchen.
It’s time to people watch. Angela arrives with your food about the same time another server brings the couple at the next table their drinks. That was quick! Your meal looks just as good as the picture; you can’t wait to dig in. 5 or 6 bites into your meal, Angela returns with a beverage refill and asks how your meal is. She sets the fresh glass on the table, pulls out your check, and places it on the table, reminding you to save room for some cobbler.
A manager stops by tables, smiling and engaging guests in conversation. When he comes to your table, he asks about your meal. As he starts to walk away, Angela appears. She reminds you about dessert but you tell her it’s time to get back on the road. Angela wishes you a safe trip and the manager, seeing you stand up, encourages you to stop by again.
At the register, the cashier asks how you liked your meal. You turn to leave; a scarf catches your attention. As you pull it from the rack, the young lady that greeted you when you first came in compliments your selection. After a brief chat, you decide the scarf is perfect for your daughter. You head back to the cashier.
Leaving the store, you hold the door for the couple who came in after you… and for another couple that’s just walking in. You step off the porch, the small sliver of daylight is gone, but you’re leaving with a full belly, pleasant memories and the promise of a return visit.
Executive Conference Key Note
SPEAKER: HEAD OF OPERATIONS
Title: Through These Doors, We Please People—Always and In All Ways
[Opening]
Every day, hundreds of thousands of people choose to walk through our doors because of YOU—your leadership, your consistency, your commitment. This is about our mission: Pleasing People.
[The Why Behind What We Do]
Pleasing People is more than a phrase. It’s the WHY behind our work. It's about how we make people feel. This is about heart, hospitality, and human connection. It’s not transactional; it’s transformational.
[Setting the Standard]
You set the tone in your store. What you allow, what you model—that becomes your team’s standard. Culture isn't what we say, it's what we DO. Leadership is visible.
[The AND Conversation]
This isn’t an either/or moment. This is an AND moment. Dining room AND off-premise. Retail AND restaurant. Tradition AND evolution. Guests are evolving. So must we.
[Inflection Point and the Future]
We are at a critical inflection point. I’m confident we can grow withoutlosing who we are. Our foundation is strong—48 years of trust, comfort, and consistency.
[The Call to Leadership]
Don’t limit yourself. You are more than an operator. You are a brand builder. Each day is a chance to bring our mission to life. Create moments worth remembering.
[Performance & Brand Alignment]
This message is not just about heart—it’s about business. The data shows it: teams that focus on people performance hit the metrics. It all flows from executing our mission with excellence.
[Closing]
Every guest, every shift, every bag, every plate is a chance to deliver on our promise. You make the choice every time you step through those doors. Choose to serve. Choose to lead. Choose to Please People.
Business Results
+12.5%
GLP Score Turnaround
Reversed a 15-month decline in Guest Loyalty Program scores within two quarters.
-35%
Fewer Service Complaints
Significantly reduced guest service complaints and associated comps.
+20%
Employee Engagement
Increased employee engagement scores, with a focus on brand pride and role clarity.
+8%
Weekend Traffic
Achieved consistent growth in crucial weekend guest traffic.
Key Learnings & Insights
- Enterprise alignment fuels cultural transformation. When leaders at every level consistently communicate and model brand-aligned behaviors, culture becomes tangible and scalable.
- Clear messaging anchors operational consistency. Translating purpose into practical language, rituals, and visuals created clarity across thousands of frontline teams—regardless of geography or role.
- Brand is everyone’s business. Empowering all employees to see themselves as brand stewards elevated everyday tasks into purpose-driven interactions that shaped guest perception and loyalty.
- Sustainment is strategy. A 28-week post-launch messaging plan ensured long-term momentum and accountability, helping shift brand alignment from a one-time campaign into a movement.
This initiative proved that when brand values are embedded into daily routines and leadership practices, performance, pride, and guest loyalty all rise together.