Empowering your brand from within
Brand engagement isn’t just about customers; it begins with your employees. The true strength of a brand lies in how well employees embody its values and personality. When employees feel connected to the brand they represent, you’ll be amazed at how significantly this can boost your business success.
From employees to enthusiasts
Engaged employees don’t just clock in and out; they become brand ambassadors. By nurturing this emotional connection, companies can build a workforce that believes in their purpose: employees who live and breathe the organisation’s mission. Their enthusiasm enhances workplace culture and resonates externally, creating a powerful narrative.
The power of belonging
Research indicates that organisations with highly engaged employees notice a significant increase in productivity and profitability. According to Gallup, companies with engaged workforces are 21% more profitable compared to those with disengaged employees. This emphasises the fact that when employees feel a sense of belonging, they contribute more effectively to the company’s success.
Skyne’s approach to brand engagement
At Skyne, we understand how to cultivate a workplace culture where employees feel empowered to embody the brand they represent. That’s why we don’t stop after launching a (re)brand. With our Brand Engagement Programme, we make sure that your team fully embraces, lives, and breathes the new brand, allowing it to thrive internally.
Let’s have a look at an example.
What’s the case?
Recently, we took on an elaborate rebranding project for a global player in the oil and gas industry. While the rebranding was a significant step forward, it became clear that a Brand Engagement Programme was essential to make sure all employees understood and embraced the changes. After all, if the 450 employees at this company didn’t connect with the renewed brand, the effort could easily fall flat.
Bridging the gap
The core objective of the Brand Engagement Programme was to explain the rebranding to employees and to guide them on how to incorporate the new brand strategy and identity in their daily activities. This included everything from practical applications, like updating business cards and email footers, to broader concepts like interpersonal behaviour and communication with customers and partners.
A strategic framework
1. Strategic planning: We began by devising a clear strategy for implementation. How would we communicate the brand’s essence and values?
2. Training the trainers: We developed a ‘train-the-trainer’ programme. This plan equipped selected employees to share the new brand with their peers, ensuring the narrative reached all corners of the organisation without overwhelming everyone at once.
3. Culture Deck creation: A brand engagement presentation was crafted, designed to effectively onboard current and future employees. This resource helps employees understand the company’s identity, unique qualities, values, and brand personality. It also fosters a sense of belonging and guides employees in how to interact with each other, as well as with customers and partners
Check out Netflix’s Culture Deck, one of the most famous and influential Culture Decks.
The approach outlined above made sure that we not only considered how the brand was perceived externally, but also how it resonated internally within the company. These efforts led to a greater success for the brand overall. By investing in internal brand engagement, we empower employees to become true brand ambassadors, whilst also enhancing both workplace culture and customer experiences.
The ripple effect on customer engagement
When employees are genuinely engaged with the brand, the positive effects ripple outward to customers. Employees who feel passionate about their work are more likely to provide exceptional service, creating memorable experiences for customers, which leads to improved customer loyalty and brand advocacy.
Ignite your brand from within
Employee brand engagement is more than just a buzzword; it’s a vital component of a thriving organisation. As you consider launching a new brand or rebranding your existing one, don’t overlook the significance of employee brand engagement.
Let’s collaborate to develop strategies that connect your workforce to your brand’s mission and values.