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Internal branding: Lost in translation?
Von Verity Gough, www.mycostumer.com, 2.5.2008 |
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Corporations may be working hard to improve their methods of communicating with their customers but what’s the use of having a brand strategy unless each and every member of the team is conveying the same key messages?
Across the multiple channels that firms operate; from the executive decision-makers down to the frontline staff; and from key account managers handling single customers to call centre agent sales agents dealing with high numbers of calls, there is a fundamental need for a consistent brand experience in the modern business world. As such, internal brand management has become an increasingly popular exercise.
A company such as Disney, for instance, has its entire business based on brand image, and so it has been critical to ensure its staff live and breathe the brand message. "Helping frontline staff resolve day to day dilemmas is key to making your brand real," explains David Williams, CEO of How To Experience. "Disney has done this brilliantly. Not only has it defined four things that are important but also an order: Safety, Courtesy, The Show, Efficiency. Based on this, staff can make the right brand choices every day in every interaction. You don’t need a big rule book, just clear guidelines. Human beings do the rest!"
But not all firms are as successful as Disney in theri brand alignment efforts. Justin Bater, senior manager for Cognosis, a consultancy that helps develop brand and portfolio strategies for businesses in both the private and pubic sectors, believes that many internal branding initiatives fail because of a lack of focus and failure to follow through the corporate strategy.
“A firm may have a brand or communication strategy that people understand in the external world but often it’s not related through to what’s applicable in people’s day-to-day jobs,” he says.
Weiterlesen...
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