You can’t really create a brand. That is, create a bunch of communications deliverables and design assets, roll them out to the rank and file, explain to everyone at the company what the company’s new brand is now, and expect employees to internalize that brand. It just doesn’t work.
Yet, that’s exactly the de facto methodology most brand managers use. I spoke to Bob Kennedy of McAfee for a previous blog about more effective branding, and in that interview he shared a process he and his team implemented at McAfee to connect their brand with what employee’s actually felt. More specifically, series of working sessions that let McAfee’s employees clarify what the brand meant to them, and then insert the brand DNA they already actually had into the branding process.
Crucial Brand Adoption Insights
Robin Matlock, Vice President, Corporate Marketing at VMware, saw Bob talk about his process and had a few crucial insights to share about what she felt was important that other senior managers keep in mind when doing a re-branding.
She feels that the key to Bob being so effective with the McAfee brand development and brand change was that he held inclusive discussions with each functional group, and at those meetings asked managers what they felt was the company’s brand and its values. What did the company stand for in their eyes?
tangible ways would they incorporate *
Incorporating The Brand Tangibly
Then Bob asked them to go back to their groups and think about how they would specifically express those core brand ideas that they’d identified. What tangible ways could they incorporate those into their areas of responsibility and departments’ daily routine?
The impact of having multiple meetings, Robin noted, gave each of those groups time to process and absorb what they had identified with Bob and his team — in turn, that had a profound ripple effect on adoption by the people who were living the brand.
Interviewed:Robin Matlock Vice President, Corporate Marketing VMware
You can check out the original interview with Bob Kennedy “Getting Employees To Internalize A Brand”
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