A Reflection of You:

How to Create an Internal

Audit Brand

By:

Jay Qatato

Director, Internal Audit

The Power of Ideas Internal Audit

Agenda

• Brands and You

• Building a Brand

• Drivers Behind Creating a Brand

• Process to Create an Internal Audit Brand

• Challenges of Brand Development

• Key Factors for Success

• Marketing the Brand

• Sustainability of the Brand

• Reputational Risk to the Brand

• Renewing the Brand

• Other Internal Audit Brands

• Questions and Answer

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Brands and You

• What Does a Brand “Say”

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Brands and You

• Are You and/or Your Services Reflected in the Brand?

– Some key questions to reflect on:

• What is your service?

• Who is on your team?

• What skills does your team possess?

• What has been the historical view of your team?

• Are you attempting to make a transition?

– Trusted Advisor?

– Compliance Group?

– Financial Only?

– SOX / Internal Controls Activities?

• Can you identify yourself as a “brand within a brand”

– “Internal” Audit

• Can you leverage the company brand?

• How can your service be integrated to company services and/or brand?

• “Power of Ideas” integrates with “..the premier power generation

company…”

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Brands and You

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Company Brand

Internal

Audit

Brand

Building a Brand

• Kevin Plank, CEO

– "When I began, it was just meant to be the world's greatest undershirt, just for

football players, and quickly I found out it worked for baseball players, and

lacrosse players, and the girlfriends of lacrosse players," he said. "It didn't begin

as one massive vision but it began with being committed to one idea and making

it the very best that I could."

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Drivers Behind the Brand

• Understanding who you are today?

• Setting a vision on where you want to be tomorrow?

• Know your customers?

• Know your company culture?

• Obtaining senior management support and/or recognition.

• Can you provide a “visual” of who you are in addition to what you produce?

• Integration of service or brand versus overshadowing organization or brand.

• Bigger is NOT better.

• Everyone wants to be associated with a “Winner”.

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Process to Create an Internal Audit Brand

Team effort

• Leader articulates the vision and objective;

• Conducted brain storming session;

• Session focused on “tag line”;

• Focused on “Logo” options;

• Created sub team to integrate tag line, log options, color, and lay out;

• Obtained input from Senior Management; and

• “Roll Out” Brand and Marketing

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Challenges of Brand Development

• Integration with organization, culture and vision;

• Appropriate for the vision;

• Clear purpose;

• Self explanatory;

• Acceptance of “out of the box” approach; and

• Higher level of expectation.

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Key Factors for Success

• Representative of your vision, service, skills and value;

• Team “Buy-In”;

• Part of your value propositions;

• Services support representation of brand and tag line;

• Not limited to Internal “clients”;

• Continuous education with team and internal stakeholders;

• Exposure and marketing; and

• Management understanding/support.

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Marketing the Brand

• Areas and opportunities for marketing IA brand:

– Internal

• Reports;

• Memos;

• SharePoint;

• Opening and Closing Meetings;

• Office Initiatives;

• Internal Audit Awareness Month (May);

• Company Newsletter;

• SOX Newsletter; and

• Audit Committee Presentation.

– External

• College Recruiting;

• IIA Events;

• Publications; and

• Audit Committee Presentation.

– Examples

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Calpine’s Internal Audit Brand

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Internal Audit

The Power of Ideas Internal Audit

Example 1: Internal Audit Report

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Example 2: SOX NEWSLETTER

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Example 3: Internal Audit Awareness Month (May 2015)

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Example 4: Annual IA and Compliance Community Service –

Ascension 4 All

Ascension 4 All is a non profit organization with a

mission to “strengthen future generations by investing

now, using our Whole-Person Approach.”

IA and Compliance volunteered with Ascension 4 All, and

successfully sorted 20,000 books into various reading

levels (Pre-K to High School) for children and schools.

These books will be given away to educators, early

childhood programs, military family support programs,

libraries and many more.

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Example 5: Calpine Internal Audit Brand Development

Internal / Calpine

Event Brief Description Contributor(s) Leadership

Role

Financial Management Network (FMN):

Bad Behavior by Top Management Facilitated CPE training for Calpine certified* employees • Kevin McMahon Yes

FMN: Enterprise Risk Management Facilitated CPE training for Calpine certified* employees • Jay Qatato Yes

Calpine Cycling Team: 2014 MS150 Volunteered to assist Calpine Team cyclists • David Ballard

• Josh Wood

Calpine Running Team: 2015 Houston

Marathon

• Ran first marathon and raised funds for the charity

(Cameron)

• Volunteered at support stations (Josh and Rowen)

• Cameron Nessmith

• Rowen Surges

• Josh Wood

Houston Children's Museum Volunteering Assembled reading kits and assisted at museum stations • Joshua Wood

• Summer Interns

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Example 6: Calpine Internal Audit Brand Development

External / Community / Audit Profession

Event Brief Description Contributor(s) Leadership Role

Houston Food Bank – 4Q 2014 Internal Audit helped fill 3,000 backpacks with 18,000 kid

meals for the Food Bank’s Backpack Buddy Program • IA Department See Appendix F

Internal Audit (IA) Magazine Published an article in the IA national magazine, “Auditor

or Adviser” • Jay Qatato Yes

AVIA Spectrum Internet/YouTube Radio Blog on IIA Article • Jay Qatato Yes

University Of Houston (UH) Interviewed for UH promotional video for Internal Audit

Program (one of three in the country or six worldwide) • Jay Qatato Yes

Information Systems Audit and Control

Association (ISACA) Submitted an article to the organization • Stephen Adams

Houston Marathon – Leukemia Lymphoma

Society

Successfully completed Marathon & raised funds for the

charity • Cameron Nessmith

IIA Houston Chapter Officers Assisted Houston Chapter VP Finance • Rowen Surges Yes

IIA Houston Chapter Nomination and Governance Board Member • Kevin McMahon Yes

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Example 7: Internal Brand Initiatives

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Environmentally Friendly Solutions to Supplied Consumables

Sustainability of the Brand

• Continue to build the brand;

• Seek opportunities to demonstrate association;

• Participate within the organization;

• Contribute to the profession;

• Influence and educate academia;

• Deliver above and beyond;

• Ensure team versus individual;

• Share success;

• Learn from mistakes;

• Adapt to change; and

• Be humble.

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Example 8: Have fun with your Brand (2016 Houston Marathon)

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Supporting Calpine IA and Compliance Members along with other Calpine Runners

Reputational Brand Risk

• Higher Standard;

• More Exposure;

• “Tied to something tangible”

• Difficult and time consuming to build;

• Damaged quickly;

• Protective; and

• Team becomes owner versus “individual”.

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Renewing the Brand

• On February 2, 2016, millions of people around the world turned on their

smartphones and scan their screens for the black-and-white Uber icon, only to find it

missing.

• Uber hopes to develop a more flexible brand that can grow with the company as it

develops new products and attracts new customers.

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Before After

Driver Rider

Other Internal Audit Brands

Internal Audit Tagline: “Verifying Compliance, Partnering for Improvement.”

This was a fantastic example of how were able to transition from one spectrum to the other all

while helping our business partners become better.”

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Questions and Answers

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