Integrated branding – Connecting Employees to Brand
I am impressed with how rapidly the concept of integrated branding is spreading through Canadian Business today. I expect that part of the popularity has to do with the frequency of Canadian media ranking the best brands in Canada.
And it doesn't matter how complex the internal or external stakeholder groups are. Focussing on the customer will successfully transform an organization to a more customer- centric orientation - throughout the organization. Use of tools such as employee surveys, multi-tiered teams, and a strategic process is a good start towards moving the pendulum closer to serving the customer. And I believe strategic internal banding is at the core of any successful branding initiative.
CMA's Branding and Strategic Planning Council is examining internal branding practices that organizations are implementing to help move the pendulum. If you have a success story to share, we'd love to hear from you.
