Managers charged with re-branding are often unprepared for the effort and time it requires. The exciting part is the strategy and creative, the real work starts when bringing the brand to life across the organization.
Take these steps to ensure the brand truly lives throughout your organization.
1. Ensure Senior Management Involvement From the Start
Nothing speaks louder about the importance of the brand than having the executive participate in the branding process. Seeing the brand in action at the top is the fastest way to get brand behaviors onto employees’ To Do Lists.
2. Recruit Key Influencers Onto Your Team
Optimal influencers have a combination of real authority and force of personality. By making them part of the branding team, your key influencers will have a personal stake in seeing the new brand succeed. Once the brand is launched, your influencers need to set the standard in driving the brand throughout the organization.
3. Get Your Brand Guidelines Working Early
Employees are more likely to contribute to brand building if they have a solid grasp of the fundamentals. An image-rich brand workbook that provides brand insight, visual identity and creative standards, and examples of brand behaviour is critical.
4. Share Brand Anecdotes Frequently
Many employees find it difficult to envision the relevant action required of them to adhere to the brand strategy. If employees are to be firmly engaged by the brand, they need to have the opportunity to share brand stories and anecdotes in a meaningful, on-going way.
Managers need to encourage the sharing of these brand related anecdotes throughout their team. This creates an internal, common understanding that becomes part of the brand foundation.
5. Be Patient But Demanding
Brand managers are often asking employees that do not report to them to change the way they perform their duties or to give up autonomy on brand based decision-making. Take heart in small wins; showcase successes to cause others take note. (Even better if the person showcasing the success is an executive.)
Non-compliance should bring diplomatic but persistent feedback. Over time most employees will realize it makes sense, and is easier all around, to adopt the brand standards into their routine.