Engagement
No matter how good your product or how smart
your campaign, the success of any brand rests on people. Your culture determines
your brand's outward expression, the performance of your people and the quality
of your workplace.
Engagement planning
We utilise existing programmes and organisational
structures to embed your brand vision across the business, as well
as introducing new ideas to help you perform better. Our programmes
begin with a mapping exercise to identify opportunities, prioritise
objectives, programmes and milestones that can be used for integrating
the brand with the culture and business operations. Engagement
planning is a comprehensive exercise tailored for large and mid-sized
companies with 1000 to 100,000 employees nationally or globally.
+ More details on planning
Cascading
Once the strategy is set it needs to be embedded across all levels of the organisation.
Our process helps employees further develop the meaning behind the brand
and what they can do to embed a new vision into their work. Clients typically
find this stage the most challenging. We can work with you to set and rollout
the plans we create together and address cultural patterns that will make
adoption of new ideas successful across the company. Through conducting workshops,
events and developing training materials, we will provide the tools and direct
support that is needed for change.
Leadership development
Brand and culture change requires strong and unified leadership.
We believe that leadership is a talent to be grown and nurtured in an organisation.
We have worked with brands like E&Y, GE Money, Caterpillar, HBOS and ABN
AMRO to help foster brand leadership in their organisations. We work directly
with senior managers on how they envisage the brand, communicate it and act
on it.
Coaching
Moving toward a vision happens in the detail of your daily
working lives. During coaching sessions with managers, we break down the detail
of any strategic effort in order to give it meaning for leaders in their work
roles; helping them recognise useful ways of working and repeating that success.
We also use coaching as a vehicle for sustaining developments. Coaching can
be directed at any level of management to help you maintain the direction of
a strategic effort and lead staff towards a desired future state.
Brand training
Employee training sessions can be provided along with
an employee brand book. The sessions discuss the meaning of the brand and
how to apply your values and vision into daily work. The aim of the sessions
is to ensure employees become a part of the culture development process,
as well as leaving them with a clear understanding of the brand, its purpose
and meaning for their own behaviour. We recommend including regular brand
training in employee induction programmes as well.
Internal communications
Employees have similar needs to customers in that they
must understand your story and values before they can relate to them, certainly
before they can act on them. Especially within large companies, effective two-way
internal communication becomes essential for cascading your brand and developing
your culture. Once your values and vision are clearly articulated, they need
to be repeatedly communicated throughout the organisation, and supported with
multiple activities that create a sustained effort towards building a single
purpose.
