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Rebranding: don't forget employees

19 January 2006

Your cover story (Caterer, 12 January, page 24) made great reading, though readers thinking of rebranding must surely also consider the people aspects. Believe it or not, there are businesses out there that will spend £500,000 on a rebrand and then balk at spending £20,000 on their people.

Many companies train their employees so they can deliver service competently. But how many go further? Examples of where this has been done very successfully include Malmaison, All Bar One and InterContinental Hotels, which in 2002 carried out a very successful employee branding project across 65 countries.

When your brand mission is transformed into service signatures, workforce goals and objectives, actions, and desired outcomes, people are no longer just employees. They become motivated brand players who think right, act right, and believe in the right things.

As you move forward, these are the people who will be more confident and business-aware, who will connect with and create positive experiences for customers and prospects.

Someone has to champion the brand. If you lead your company, the most powerful champion will be you.

The stronger brand leadership is at the top of a company, the stronger it will be throughout the organisation. Great corporate leaders not only manage the brand-driven success of their enterprises, they personally reflect the brand in every way possible.

There are many ways to focus on the brand. Everyone can help make it happen - you don't have to be a chief executive to be a brand leader.

Jane Sunley
Managing director, Learnpurple

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Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

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