A brand is more than a pretty logo. It’s the sum of the experience, attitudes, behaviours, competencies, aspirations and perceptions of everyone in the organisation.

It’s a promise to your customers that they’ll consistently receive a certain quality of product or service. If you want to grow real brand value – value that delivers to the bottom line – you can’t impose change from outside. It must be organic, and the will to change must come from within. But that doesn’t mean it can’t be stimulated. In fact, that’s exactly where our expertise can pay dividends.

We start by helping you determine what makes your organisation unique. The next stage is to create a set of principles that define the brand to the internal audience. Typically, this entails creating an ambition statement that lays down precisely what your organisation is trying to achieve. This is supported by a set of behaviours which are characteristic of the organisation. Everyone in the organisation should be encouraged to incorporate these behaviours into their working lives. The HR team can help to promote this, by developing appropriate appraisals, reward and recognition programmes and initiatives for staff such as leadership coaching and internal team briefings.

These behaviours define the ‘letter of the law’. The next step is to communicate the spirit of the brand. You can’t force people to buy into the behaviours. It has to be voluntary. And it’s up to senior management to set an example that forcefully demonstrates their own adherence to the behaviours. Only then can they inspire their people to follow.

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