If you are asked to describe your organisation to someone, in 2-3 sentences, how do you go? How will your employees respond when asked to do the same?
In some ways, branding can learn from the science of Anthropology. One of the primary ways we make sense of our world is through story telling. Stories are the way relate to each other and the way we make sense of who we are and what our place in the world is. Stories are shared in every culture as a means of education, entertainment, cultural preservation, and instilling moral values.
The same is ultimately true of brands. Brands are the stories that unite us in a common purpose, within the organisation, and connect us with the people we serve on the outside. Brand stories give meaning to who we are, what we do and why we do it.
The stories we tell inside our organisation, to our employees, shape the way they feel about the organisation and therefore shape the way they interact with clients and customers. The organisation’s brand stories become a key driver of employee engagement and a key driver of the business. If an organisation has a long history or a history steeped in tradition, this forms part of the brand story. Conversely, if a business is relatively young, but has experienced success early, this too will influence the story.
I encourage leaders to be very strategic about the creation and telling of the brand story. Think about the impact of various events along the way. If the organisation has won an award, or a number of awards, it’s just as important to keep celebrating internally, as much as it is to promote it externally. If employees feel proud of where they work, they pass on this positivity to clients and customers. Leaders can be very strategic about the words they choose, as well as how and when they choose to relay the brand story. It should start before the recruitment process. Employer branding becomes part of your overall brand strategy, so potential recruits know some of the story before they apply for a position. Then, when they do apply, they learn more of the story through the recruitment process and even more when they begin employment.
The brand story is continually evolving and, as the organisation grows, more chapters are added. Leaders should take every opportunity to reinforce the brand story and provide positive connections to it. Marketers and internal communication professionals should place the brand story, and the creation of brand loyalty via the story, at the top of their list of priorities. Brand stories should be created by skilled communications specialists and delivered via internal communications channels. Leaders deliver consistent messages (i.e. the same story) as part of the overall communications plan.
Disney is probably the best example of an organisation consistently telling its brand story, over many many years and with deliberate authenticity. Disney has developed its brand essence over the years and delivering a ‘magical’ experience is ingrained in their culture. They also continue to tell the story of Walt Disney and his mantra “We create happiness by providing the finest in family entertainment.” In fact, Walt Disney’s take on defining a company culture was based entirely around creating a genuine shared purpose that people would be proud to support*.
Create some of your own magic, by creating, refining and consistently telling your positive brand story, inside and out. You will create a culture within your organisation that will not only last, but become the very thing that leads to brand loyalty in your clients or customers. Engaged employees, working with a shared purpose, created and supported by the brand story, will provide a positive experience for clients and customers again and again and again.
*Source: “How Disney Creates Magical Experiences (and a 70% Return Rate)”, Gregory Ciotti. http://www.helpscout.net/blog/disney-customer-experience/