Living the brand inside
Using the power of your brand to engage employees
Fact: There is a proven link between effective internal communications, engaged employees and loyal customers who help deliver increased profits
Eureka! Or revelations in a Thought Jacuzzi
‘Inside out thinking for brands’: where did it come from?
Well we were sitting in a mega all agency all business unit marketing meeting for a particular global brand (no, we won’t kiss and tell), busy working on a grand plan to make sure the brand’s new tone of voice was being integrated into all external communication, when suddenly one of the marketing managers from one of the business units spoke up. She admitted that, although we were supposed to be delivering one brand in one tone of voice, she didn’t have the first clue how to explain the positioning or what the snappy acronym to remember the tone of voice actually stood for. The internal audience had been completely neglected. Splash! We knew we were on to something.
The evidence for the power of engaging employees keeps growing
In an increasingly homogenised marketplace, employee behaviour and performance is a more sustainable point of competitive advantage than any other element of the marketing mix. It’s people that give you the edge. Emotional engagement is four times more powerful than rational engagement in driving employee effort. As such we use our unique research and planning tool to place your company’s brand at the heart of your organisation’s culture using the thinking, insight and creativity usually reserved for customers. We’re able to fix the disconnect between how your employees live your brand’s values and how your external audiences perceive the brand; our aim to create brand evangelists throughout an organisation. This ensures what you say you are to customers (your outside) is the same as what your people say you are (your inside). And by creating an internal culture and employee behaviours aligned with the brand we transform the performance and profitability of the organisation. Look after your employees and they will look after your customers.