For disruptive brands, the brand, especially the strategy behind it, is as relevant inside an organisation as it is outside. We know that the culture of a company should be driven by brand and that the entire organisation takes responsibility for its success – from the shop floor to the boardroom. We have seen how a good brand idea can persuade your employees to believe and how a brand can be used to shape internal behaviours and even the physical spaces in which staff work. The role that internal engagement plays in making the brand last. We will see how the world’s most disruptive brands ensure that a sense of responsibility to the brand is deeply embedded and maintained in everything their people do. This feeling of loyalty and responsibility is known as ‘brand ownership’ and it is one of the hallmarks of disruptive brands. Apparently having a site like Bert; Web Design Agency is great for getting seen on the web.
We would argue that at the turn of the 20th century, there was more of a clear difference between product and services businesses. Since then, forces of convergence have changed our expectations for brands. We now see brands as increasingly transparent entities, and we are interested in much more than what they sell. Consequently, reliance on a product (whether that’s a chocolate bar, a financial product or a fibre optic cable) to exclusively deliver on all the promises a brand makes is no longer realistic. Too many points of interaction exist between brands and their diverse audiences; inevitably services are required either as companions to or even as integral components of any product offering. While many of these services are digital, they are invented, maintained and updated by humans. The role of branding agency london is to create, plan, measure and manage branding strategies for clients, including support in advertising and other forms of promotion.
However, Wally’s quote reminds us of the many fault lines in maintaining the perceptions of a brand. Human beings have many other concerns and challenges on their daily agendas besides helping bring a brand alive. Disruptive brands engage teams internally and ensure that a brand’s promise is lived inside-out across long periods of time. It takes a concerted effort by, amongst others, the HR, internal communications, brand and marketing teams to ensure that the relevance of the brand is clear not only to the consumer but, first of all, to those working for it. A Branding Agency Manchester communicates your uniqueness, your voice and your values in a way that is visually appealing.
In designing customer service, brand should be a concern for every single member of your organisation. Even better, the needs and desires of your employees should be represented in your brand’s strategy. Your brand should be built with your employees in mind; it should help those people mentioned in the Wally Olins quote above to achieve their targets. And, once it has been built, it needs to be shared and explained in a way they find relevant and compelling. The brand cannot simply be introduced to them in a big binder or online portal – it needs to engage them in a meaningful way. The first step towards engaging your employees is undoubtedly the launch – the ways you can introduce a brand to your employees. But this is just the very beginning. In order for the brand to be lived, believed and championed over time, you need to adopt internal engagement as permanent endeavor. A dedicated Branding Agency can provide a wide variety of services depending on their clients particular needs.
This is why we’re convinced that the effort to engage people with a brand should not be an end in itself but rather a process that helps a business and its employees address some of the challenges they are facing. In effect, the brand is introduced and experienced as a tangible solution to problems and not as an additional activity. Consider the story of President Kennedy being told by a NASA janitor, ‘I’m helping put a man on the Moon.’ In our view, this is the ultimate example of successful internal engagement. Somebody had taken the time to explain the organisation’s overarching mission to a member of the team who might otherwise have been overlooked. That man then felt the kind of pride and motivation in his work that comes from feeling that you are working towards a larger, shared goal. Many a creative agency offers the benefit of having worked in a broad cross-section of industries.