Our approach
Let's start with a look at some typical approaches to internal brand. They tend to talk about "on-brand behaviours" or "aligning people with the brand personality". The idea seems to be that if you could only get your people to follow a menu of desirable behaviours and if possible adopt the 'brand personality' then everything will be fine. Your brand will come alive!
Do any of these seem familiar?
- Broadcasting your brand and its values inside the organisation with posters, leaflets, desk drops, badges etc in the belief that will influence behaviour.
- Giving our personality descriptions and lists of on-brand behaviours so people know how to present the brand.
- Using entertaining and fun events to hide the desire for behavioural conformity.
- Focusing on shortlived hype with razzmatazz launches and glossy booklets that don't change everyday working life.
- Telling people to believe in the brand rather than encouraging them to develop their own meaning.
- Initiatives owned by marketing or HR rather than everyone.
Why don't they work? Simply because people want to help build the brand not be branded by it! They want to belong and be part of something that is relevant to them. And they don't go to work to be subjected to personality transplants!
What we do?
We help your organisation understand and talk to itself about its brand. Based on our deep understanding of human behaviour, our approach invites participation and encourages curiosity, interest and contribution. By providing the tools and support so your people can be part of the brand we help you align your organisation behind your brand strategy.
We work with personal motivations and meanings to go beyond the usual business reason for your brand. We help people develop frameworks and mental models that work for anybody in your organisation, whatever they do. To help you generate the conversations that make the brand come alive and become personal for each and everyone.
Because your people are your brand, our goal is to help your organisation do this itself.