EmployeesAligning your employee to your brand.

The key ingredient in winning brands

Insights & Research | Positioning | Employee Alignment & Internal Communication | Brand IdentityBRANDSPEAK

A BSD group company

With good reason, employee engagement is one of the hot-buttons in organizations today. The looming talent shortage plus increased mobility among workers due to heightened personal expectations, makes the task of finding and keeping first-rate staff a key priority.

If you accept the premise that, in the right workplace environment, most people have

the potential and even the desire to be strong contributors, then there are plenty of

steps that all types of organizations can take to strengthen employee engagement. The

big win from greater employee engagement is the positive impact on your organizations

customers, clients, business partners, volunteers or other stakeholders, which in turn

improves financial performance.

Employee branding is increasingly becoming a real and enduring source of business

advantage. In a networked world, customers increasingly look directly to each other for

inspiration and guidance, and brands must emotionally connect like never before. The

best brands build these connections with customer experiences that are rich, genuine

and lasting. Employees play a key role in ensuring this and by doing so, they create

powerful new possibilities for growth, for stronger customer relationships and for

greater differentiation.

Creating Differentiation through employees

The Business Case for Employee Engagement & Communication

Just as USP (corporate branding) determines why someone would buy your

products/services in the first place and then

become loyal customers, EVP (employer branding) creates the reason why someone would join your company and then become

loyal employees.

Employer brand embodies the distinctive set

of values, culture and behaviors that creates

an emotional bond between employer and

their best employees the qualities that

make talent love working there, bring them

fulfillment and deliver high performance.

An engaged employee is aware of business context, and works with colleagues to improve the job performance for the benet of the organiza>on

The employee goes beyond the basic job responsibility to delight the customers and drive the

business forward

Engagement is closely related to job involvement and ow

What do most admired companies do differently?

Source: Hay Group 1998 2009

Recent Case Studies - Employee Alignment & Communication

The Healthcare category has experienced tramendous shifts that have had an impact on AAR

Healthcare. Having developed a new brand positioning that worked at reconecting the brand to

its new audiences, we worked with internal teams to align the brand to its inetranl customers

(employees). This was through brand coaching workshops conducted across East Africa. This

was supported by an internal creative campaign that was launched through various platforms.

The Nairobi Securities Exchange contracted BSD to develop a new brand positioning and

promise for the organization. Part of this process included alignment of the internal teams

to this new positioning which included key partners e.g stock brokers. BSD conducted brand

coaching workshops for various stakholder groups as we worked towards embedding the new

brand promise.

XRX is one of the most successful technology brands in Kenya. Over time, the product portfolio

slowly exceeded its previously known XEROX brands to other fully owned products thus

creating the need to reposition the brand and define a new brand promise. BSDs challenge was

to create a new corporate brand to elevate its profile and better reflect its business purpose.

This was then cascaded through to the entire organization through employee workshops that

were geared towards building brand champions

Athi Water Services Board (AWSB) a State Corporation under the Ministry of Water and

Irrigation constituted to provide water and sewerage services contracted BSD to help define

and develop a brand positioning, new corporate identity, internally brand align teams and

develop a communications strategy. The overall objective was to create a strong brand that

would generate significant value for stakeholders as well as the organization. We developed an

internal engagement structure that cascaded the new brand promise to its key stakeholders. This

included both employees and critical partners

Employee engagement is a viable strategy to enhance corporate reputation and business performance

How do we get our people to live and

deliver the brand?

Talk to us: mwangij@bsd.co.ke

Talk to us: mwangij@bsd.co.ke

About BSD

If you would like to know more abouthow our experience and expertise couldhelp make your strategy, identity, culture,and communications a bigger success or help you rise to other challengesyour business faces, then dont hesitate toget in touch.

Email us at mwangij@bsd.co.ke, eva@bsd.co.ke or call us on 020 2491078 to havean informal chat.

Well, thats us.What about you?

We develop brand and communication strategies through a unique set of principles and tools that

position brands where they are at their best to fully exploit the potential that surrounds them. This

is to enable them to uniquely engage with their diverse audiences. Weve spent years defining and

refining methods that get us to the heart and soul of our clients audiences; methods that enable us to

understand their perceptions, motivations and needs.

Our goal is to creatively distill the essence of what is most important, unique and compelling to you

and your audiences so that you can achieve your overall corporate objectives. By eliminating all the

clutter, we allow your true, simple and meaningful brand experience to innovatively emerge.

We create a connection that puts you in the heart of your consumer.