To start, there’s a story doing the rounds which nicely encapsulates why branding matters to an organisation’s employees. It goes like this: JFK is visiting NASA in 1962, and spots a janitor cleaning the hallway. Being a man of the people, the President walks up to the cleaner and asks the man, “What are you doing?” The janitor replies, “I’m helping to put a man on the moon.”
The lesson here is of course that businesses with a strong, shared common purpose and clear sense of their own identity are like targeted missiles (or rockets, in this case), with all employees knowing precisely where the business is heading and why. A clear sense of identity and purpose aligns everyone within the organisation, whether they are in finance, HR, sales or the cleaning staff.
Brand can inform decision making accordingly and most importantly, shape and fuel employee satisfaction. Ultimately it makes a business leaner, meaner, and more effective – and therefore more successful.
Our MD, Mark, recently sat down with Karl Pemberton from Active, to discuss the BetterBrandBuilder™ process and the importance of employees to their brand.
“We want our team, and the people around the business, to live and breathe the Active brand and be brand ambassadors for us.”
If looking to refresh or refine a brand, it’s vital to consult with people throughout a business. On one hand, they may have a very different view on the business, why it exists, and where it should be going. On the other, it is critical that you receive a rounded set of responses to truly embrace everything your business is to people, and what it can be. This process alone can be very telling and impactful for other company operations – for example if your sales department is projecting an image remarkably different from the rest of the company. It also ensures any conversations about identity, purpose, values and direction are organic and developed collectively. Nothing isolates a company founder quite like when they alone are trying to project a brand which is unbelievable or disconnected from the experiences of their employees.
If you’d like to find out more about rebranding your business and our BetterBrandBuilder™ process, give us a call on 01642 989158 or get in touch.