Living Brand Leadership
For Senior Managers & Directors

9:30am - 4:30pm | 10 October 2019

Central London, UK

This workshop will take senior leaders on a journey; exploring the role they play in business transformation and inspiring employees to deliver on the brand promise. Participants will benefit from proven tips that motivate employees to become Living Brand® Champions delivered in an interactive, informative and imaginative setting.

Course Description

Bringing life to your customer and people promise

This course will work with Senior Managers and Directors of Customer Service, HR and People Development, giving insight into implementing the Living Brand® Methodology as part of your employee offering. It will explore the theory behind the Living Brand concept and instil personal leadership qualities, giving you practical tips on how to move your people into proactive Living Brands®, turn words into actions and, more importantly, keep this momentum alive and well in your customer experience; transforming frontline teams into brand champions and customer service advocates.

The course is underpinned by a range of proven training approaches, including interactive skills practice, reflection and discussion of brand values and common customer and employee engagement incidences, as well as learning effective strategies implemented by peers. It is designed to connect your people to the brand vision and turn marketing speak into deliverable actions for your frontline team in their customer interactions.

This Living Brand® experience will look inside the minds and behaviour patterns of top leaders and show you how to turn even the most cynical of team members into true Living Brand® Champions. This is a perfect opportunity to share experiences with like-minded leaders in an environment that has been designed to meet business objectives while embracing creative thinking and assisting in personal development and growth.

Workshop Outline

First Skill Set
Second Skill Set
Third Skill Set
Fourth Skill Set

Session One: The Living Brand Methodology

This introductory session will walk you through the Living Brand® concept and give practical tips and advice on how to implement this into your engagement strategy. In short, it will show the importance of an organisation’s mission statement and values in building a road map for your future recruitment and people development strategies.

  • Learn how to turn marketing words in Living Brand employee actions and behaviours • Gain insight into how best to articulate a company vision to frontline teams
  • Utilise the ‘Bridge Customer Expectation Line’ mindset to empower performance • Gauge success of the Living Brand® process by strategically locking in key indicators
  • Link employees to your brand values and successful customer interaction
  • Leverage internal marketing to promote delivery of the brand promise
  • Discover what mission statements and value words really mean to customers
  • Build a consistent employee message

Session Two: Igniting your frontline team

The power of a Living Brand Leader to activate and inspire others is key to the success of any programme. If you want something different, then you will need to do something differently. It is important that leaders truly understand what makes a Living Brand special and the important role that they play in the overall success of employee engagement and connectivity to the higher purpose of the organisation.

  • Discover Emotional Intelligence and what drives great leaders
  • Find out what motivates a Living Brand leader to represent their organisation and inspire others
  • Learn how to stand out in the crowd and use company values to build your own leadership brand
  • Gain insights into NLP (Neuro-Linguistic Programming) and how this links to living values
  • Gain commitment, and ultimately motivate teams to deliver service excellence
  • Utilise storytelling to link a leader to the brand, its values and ultimately its vision
  • Uncover the importance of a clear message and higher customer experience purpose

Session Three: Leading the Charge of a Brand2Life Programme

The power of a Living Brand Leader to activate and inspire others is key to the success of any programme. If you want something different, then you will need to do something differently. It is important that leaders truly understand what makes a Living Brand special and the important role that they play in the overall success of employee engagement and connectivity to the higher purpose of the organisation.

  • Put in place a business case and road map that promotes brand promise delivery
  • Learn how to conduct a people audit across the business and develop a value-based behavioural framework
  • Develop a ‘one team’ mindset while breaking down team and department silos
  • Use value-based recruitment techniques for all future employees
  • 'Start as you mean to go on': developing an inspirational induction programme
  • Involve all employees in the future customer experience strategy
  • Create a leadership team of Living Brand Champions that promotes the importance of brand
  • Build an internal marketing campaign strategy to promote a Brand2Life programme

Session Four: A Living Brand® Leader’s Role in maintaining

This final session will have you rolling up your sleeves and putting the learning to work in a clear plan for the future. We look at how, as a leader, you promote a culture that is motivated to maintain customer service excellence through their delivery. The success of any transformation initiative will be short-lived unless a continuous implementation strategy is in place to ensure that momentum does not dwindle. Once Living Brand Leaders have inspired their teams to embody and deliver on the brand promise , it is imperative to put in place key performance indicators and motivators to keep it alive. 

  • Build Bridge’s 3 C’s: connection, culture and commitment into your leadership style
  • Link performance to brand delivery and great customer experience - not just stats and numbers
  • Develop creative and inspirational incentives and rewards for frontline staff
  • Create a culture that encourages autonomy, team work, coaching and mentoring
  • Build an internal communication structure that keeps a finger on the pulse of the employee voice
  • Ensure that appropriate monitoring is in place to gain a clear ROI picture of your Living Brand® performance
  • Link brand and culture to offer a unified people and customer experience


Dale Smith

Dale Smith

Creative Director, Bridge

Dale Smith is passionate about people and brand.


Canadian born, Dale is well-versed in Emotional Intelligence and neuro-science and leads the development of new theories and programmes on behalf of Bridge, which he established in 2005. He is a master practitioner of NLP with degrees in Psychology/Sociology and Business Marketing. Having lived in the UK for many years, he is an accomplished international speaker and facilitator, and has presented at several industry conferences and events.


Like all Bridge representatives, Dale injects humour and thought-provoking insight into every presentation and connects to his audience through storytelling and with charisma. His infectious, enthusiastic style on topics such as branding, employee engagement and customer experience truly reflects his desire to ensure that we build happier places to work and customer service communities within organisations.


At the heart of everything that Dale conveys is his concept, The LivingBrand®, a unique methodology on connecting employees to the brands they represent, and in doing so delivering a branded customer experience.

Who should attend?

Senior managers and directors in customer service, contact centres and people development and service strategists.


Central London

United Kingdom

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