Page 22 - Warwickers Communication Counts v2015
P. 22
22 BRAND PROMISE brandHOT
TOPIC
promise
Bringing your brand to life
Your brand is about who you are, what you do and why it matters. It is about being consistent.
Making sure the employee culture and promise to the customer are totally in step with each
other. Employee engagement is partly driven by an employer brand experience strategy that
actively involves employees in delivering the brand promise.
1. Translate your brand message (point of differentiation) from marketing speak to every
day language – provide one consistent message - also make sure your people understand
your products and services and how you position them.
2. If you are developing a new internal or external brand take employees with you on the
journey – let them articulate the language with you so they own it.
3. Think in terms of how the external brand values translate out into employee
behaviours and link this to the internal brand. How do your people need to behave?
4. Make your employees brand ambassadors and recognise their contribution.
5. You need to clearly define your employee brand and then create an implementation
plan to ensure all employees understand it and buy into it. Make it fun!
6. You are making an implicit promise - ensure your external and internal brands are
aligned through behaviours, language, identity, environment and values.
Ensuring your employees deliver on your brand promise
1. What is your brand promise to customers?
2. How do you explain to each individual how they impact it?
3. Do they know the touch points and moments of truth they own?
4. How are they going to deliver on this promise to the customer
– through behaviours, attitude, skills and knowledge?
TOPIC
promise
Bringing your brand to life
Your brand is about who you are, what you do and why it matters. It is about being consistent.
Making sure the employee culture and promise to the customer are totally in step with each
other. Employee engagement is partly driven by an employer brand experience strategy that
actively involves employees in delivering the brand promise.
1. Translate your brand message (point of differentiation) from marketing speak to every
day language – provide one consistent message - also make sure your people understand
your products and services and how you position them.
2. If you are developing a new internal or external brand take employees with you on the
journey – let them articulate the language with you so they own it.
3. Think in terms of how the external brand values translate out into employee
behaviours and link this to the internal brand. How do your people need to behave?
4. Make your employees brand ambassadors and recognise their contribution.
5. You need to clearly define your employee brand and then create an implementation
plan to ensure all employees understand it and buy into it. Make it fun!
6. You are making an implicit promise - ensure your external and internal brands are
aligned through behaviours, language, identity, environment and values.
Ensuring your employees deliver on your brand promise
1. What is your brand promise to customers?
2. How do you explain to each individual how they impact it?
3. Do they know the touch points and moments of truth they own?
4. How are they going to deliver on this promise to the customer
– through behaviours, attitude, skills and knowledge?
