Question

Topic: Branding

Building A Corporate Brand Internally

Posted by Anonymous on 8/16/2010 at 10:44 AM ET 125 Points
For an organisation rebranding 4 diffrent companies which had different visions and culture to a new corporate brand . What would you recommend as a suitable internal branding strategy.

i have thot of first aligning values,vision and culture then moving on to the internal practises such as HR,internal communication and leadership.

what do u suggest?
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RESPONSES

  • Posted by DougO on 8/16/2010 at 11:32 AM Accepted
    You will be successful in your brand building efforts if you are able to develop a brand task force that includes members from each of the four companies. In the perfect world, you have representatives from several levels in each company.

    Work with corporate leadership (CEO and CMO) and a brand development consultant to articulate the vision, mission and values of the corporation. Then work with this group to identify key components of the corporation's preferred/future brand.

    Have your brand consultant draft brand blueprint for the corporation and each of the four operationg companies.
    Then have the brand creative team develop 3-5 scope charts (concept boards)that include key creative images and messages -- that bring each of the brand blueprints to life.

    Validate each concept with key customers from each operating company.

    Then conduct focus group sessions with each of the five groups (corporate, and four operating companies). Then go back and refine and refocus the brand concepts for each; represent to each task force; gain acceptance, then present 3 finalist options for each to corporate leadership.

    Finally, consider having the employees of each operation company vote for their favorite brand concept (for their respective company, as well as the corporate concept).

    The end result will be true brand concepts for the corporation and each operating company that your employees will rally behind, because they helped build them.

    This process will help bring the corporation together and will demonstrate to the employees how valuable their input and contributions are (and will be) to the company in the future.

    Any questions, feel free to e-mail or call.
    Doug O'Leary / RDO Marketing LLC
    [contact info removed by staff]
  • Posted on 8/17/2010 at 5:13 AM Author
    My apologies for being vague. Unfortunately i cannot put names here. However these companies are all in telecommunications and have been acquired by a holding company which is aiming at becoming a recognised competitor in this industry. The new brand has already been created and is set to be launched externally soon. Thank you for the offers i might just take you up on them.

    Moemoe
  • Posted by Jay Hamilton-Roth on 8/17/2010 at 9:02 AM Accepted
    Create a shared (fictional) story about the future of your company. Fill it with details about a concrete problem that is solved by the new company brand. The story itself becomes an easy way to remember the internal branding, and a basic framework for creating in-depth marketing plans.
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