Know-How Exchange : Branding

Ask your staff for its ideas to communicate your brand with customers' needs in mind. Assure your support personnel that any and all ideas will be considered...and hopefully there will be a few that you can actually use.

You might even consider an "American Idol" type contest for the best branding idea which will get your staff's creative minds working overtime. Provide a gift incentive for the winner.

Make sure they are part of the process, not just an audience for your management decisions.
Each employee has a unique relationship with the various touchpoints of the brand.
Reward them and encourage them to tell stories about the episodes in their lives that make your brand a living brand.
Since we don't know your brand and the unique things your brand offers, it is hard to think of creative ideas that will work better for you.
But imagine that the CEO will spend a day with the most underpaid, neglected employees, and become their "buddy" from that moment. He can deliver to them important messages that no other event can deliver.
The same with other senior people interacting with the lowest but most crucial employees who make the brand come alive.

Focus on why your employees should care deeply about the rebranding. Is there a monetary reason? A personal one? An educational one?

As for ideas, consider an essay contest. Have employees tell stories of things that your company has done to make a difference in the world (both internally and externally). These stories can be used as raw material your marketing rebranding as well.

Everyone's bringing up some great points. We recently did a rebrand for a car dealership that has a very extensive, established brand. Employees were pretty hesitant at the start of the process, due largely to the uncertainty surrounding the situation during a touch economic time.

The first thing we did is talk with many of the employees to explain what was happening and why it was necessary. From there we spent a great deal of time listening to what they like/dislike, factors they felt made their department and the company as a whole the best around, stories of instances when they went the extra mile to help customers, opinions on the current brand and market position, etc. Once we did that, they were feeling pretty good about the situation, but still had some hesitancy regarding what exactly would happen.

Of course, we also met with senior staff members to learn the company's history, core values, goals, etc., and also talked to both new and long-time customers to hear their thoughts on the company and its brand. Once we had all the research completed, we spent time crafting the new branding elements, but we didn't just turn it over to the client there.

One thing to keep in mind that I feel was VERY important to the success of the rebrand was doing a brand rollout internally. Time it with an annual appreciation banquet or something like that, but make sure your employees are the first ones to experience it. Once they understand it and embrace it, it'll be much easier to present it to the general public.

Lastly, keep in mind that while getting the thoughts from employees is important, it is the leadership in a company that will continue to drive things forward. Making decisions by committee and being sure every employee is completely in love with the brand is both dangerous and impossible. Once you start looking for group feedback, you'll end up with something watered down that won't really appeal to anyone.

Hope that helps a little!

Nate Custard

Dear Delgazzar,

Make it significant for people. Involve them. Give them ownership.

Your staff won't listen to you if you're not interesting and you won't be interesting unless your audience hears something that sparks their attention in some way.

So your message has got to be relevant to their needs, wants, dreams, desires, and aspirations. In truth it's no different to any direct marketing message.

Align your plan with people's strongest personal compulsions and they'll follow you to the end of the Earth.

I hope this humble opinion is of use. Good luck to you.

Gary Bloomer
Wilmington, DE, USA