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February 24, 2006
How to actually change employee behavior by using brand attributes
I've been attending a conference in Chicago this week called "Extending Your Brand to Employees," organized by the Conference Board.
We've had many interesting discussions about how to build the business case for internal branding, whether or not your external brand be the same as your internal brand (yes, in my opinion) and how you create strong connections between brand attributes and daily behavior.
On this last point, I was particularly impressed with comments made by Randall Rozin, global director of branding and marketing with Dow Corning. He talked about a workshop structure that they've put in place that allows departments and functions to essentially run all their daily work through the filter created by Dow Corning's brand attributes to check for alignment.
One specific example he gave was "cease and desist" letters coming out of the legal department. Before the workshop, they were very threatening and legalistic. During the workshop, the legal department realized that the tone conflicted with the Dow Corning brand and had the potential to create the wrong impressions with recipients of the letters, as well as with those employees writing and sending them. The tone of those letters has since changed. A small but interesting example of how to align daily employee behavior with a brand.
Posted by Christopher at February 24, 2006 8:43 AM
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Comments
It's interesting how much tone has to do with effective communication. Phrase it like an edict, and people turn off immediately, or even do the opposite out of spite. But politely explain why something is important, or how doing the wrong thing can negatively affect the business or its reputation, and you might get what you want.
I'm very interested in the whole area of branding and employee communications. Christopher, can you, or any of your blogs readers, point me to other sources where I might find interesting case studies? I'm preparing for a presentation on this topic at a conference next month. I have some examples of my own, but I want to be able to present the latest thinking on the subject. Any thoughts or references you might have would be appreciated.
Posted by: Ron Shewchuk at March 22, 2006 3:57 PM