10. July 2009 14:32
Posted by Sarah Stilwell
During the last week of June, Cannes Lions 2009 took place – an international advertising festival gathering communication professionals from 90 countries. Awards were presented to companies in various categories, such as PR, Press, Design and Outdoor Media. This external communication is often, if not always, about building a strong brand. Companies are investing millions of dollars to make sure their brand is visible around consumers. But what really makes up a brand? Morgan Daloisio, a partner at CMG Partners, is one of many that writes about the importance of building the brand from the inside out (read the article here).
So how can you engage your employees and make them live the brand?
1) Walk the talk
Employees won’t embrace a company’s brand just like that – it takes time. Most of all, they’ll want to see that it’s truly integrated into the way the company does business. This can be done in many ways, for example: making sure new recruits already possess the traits that make up the brand, clearly showing a connection between behaviors/performance and the brand – and making employees accountable for it, equipping employees with the tools and knowledge they need to live the brand through e.g. learning programs and other activities, and finally making sure management walk the talk. If top management isn’t living the brand, why should anyone else?
2) Work across the organization
Make sure Brand Management and HR are on the same page. A partnership across organizational set-ups will result in a clearer message to all employees, i.e. much more effective communication.
3) Prioritize internal communication
Make sure to engage your employees, so that they become good ambassadors of the brand. Review your current internal communication, how can you take advantage of it as it is today? What changes can you make to make it more effective?
Our experience tells us that all of the above is necessary. To be truly successful with your brand management, you need to critically review your own organization and how management communicates daily. A vital brand that stays true to its promise requires an organization that realizes the importance of the brand, and has an energized workforce of dedicated brand ambassadors that live the brand.
Many companies are beginning to realize the power of internal brand management and it’s thrilling to help them explore new ways of propelling their brand building strategies. I can’t wait for SamSari to compete in a future internal communications part of an equivalent to the Cannes Lions…
