5 Powerful Tips to Impact Your Internal Brand Strategy

Imagine the Horror. You have spent money to align your employees to your brand by getting them to sit through a induction session on the company brand but you see no progress?

There are some reasons why Internal Branding could be a challenging task, especially if it is taken lightly. Below are a few pitfalls and misconceptions that commonly observed in our 20 years of experience:

1. Internal Branding is NOT ONLY about education or explanation of the Brand.

It’s also about the alignment and re-calibration on how the organisation perceives itself, and thus creating belief. Instead of an instant solution, Internal Branding is a process and journey to keep everyone in the organisation, across the strata, to embrace the ”soul” of the Brand and live it consistently. Yes, by all means, educate them but due it with a long term plan in place.

2. Internal Branding is more than the ”Rah-Rah.”

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Tips to Create Compelling Brand Personality

What is Brand Personality?
Brand Personality is a set of human characteristics associated with a brand, product or service. For example, we think CNN as a trustworthy and knowledgeable brand, likewise, Marlboro brings out the image of masculinity, freedom and adventurous.
Having a brand personality will make your brand stand out and different from your competitors, and planned right, could be the source of connection between brand and consumers. However, it is not always easy to create a strong and clear brand personality. We would like to share a few tips that you need to observe when it comes to designing your brand personality.

Brand Personality needs to be different!
What is the point of having a personality that has been overused by your competitors? By being original and authentic, you stand a much greater chance to be notice...



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The Three Laws of Personal Branding

Personal branding is essential if you want to find success in your professional career as it brings into play your ability to stand out in the market place. If you are looking to stand out in your current job or in the marketplace than Personal Branding is critical to delivering your brand essence consistently and memorably to your target market.

Here are 3 quick ways to help you build your Personal Brand:

Law 1: Find your unique brand position
What is your Brand Value and Personality and how unique is this? Does this Brand personality relate to your target audience? While it might not be easy to find the answer, the time you spend on it is well worth it

Law 2: Maximize your visibility.
A strong brand personality won’t do you any good if it doesn’t reach the right people. That is why visibility is very important. You should spend a lot of time to maximize your visibility if you ...



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Inside Out

The truth is that branding starts from the inside out. Do your employees believe in your product and the services that you offer? Are they standing 100% behind you in the mission of your brand? Are they living your brand? It is important that your employees are informed and involved in new initiatives and strategies that are taking place within your company. If your staff is unable or unwilling to support your marketing efforts it can have detrimental results. How can you begin your internal branding campaign within your company?

To help companies build their Internal Brand, Jerome is proud to bring for the first time ever in Singapore, a dedicated 2-day intensive workshop program on Internal Branding called the Internal Branding Masterclass: Building A Powerful Brand by Branding Inside Out.

Before you decide whether this masterclass is for you, ask yourself:
• Is management anxious to improve the quality of its internal ...



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Nuts & Bolts of Employer Branding

One of the most important brands in people’s lives are their employer brand. This employer brand is important in determining the success of your Brand. Building an employer brand means creating a unique and appealing perception of your company in the minds of target candidates and employees which leads to attraction, subtle encouragement and retention.

Your employer brand clearly communicates what it feels like to work for your company. This intangible, yet compelling notion motivates target candidates to choose you as an employer and the same time retaining and generating employee loyalty and productivity among your current employees. The bond created by a sense of shared values motivates and retains employees.As such the task of organisations is to align its greatest assets which are its Employees, with what the brand stands for.

Here are a few ways:

1. Know your Employees - Conduct research and attain key insights into...



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Brand Lessons from The Year of the Horse

This year is a year of being creative. Harnessing that inner power you’ve been storing, and letting it run loose.

1. Run Wild and Free
Shake off your bridles and limitations to let the creativity run free! Brands will need to stand out and Brand Creativity will play a big part out outpacing the pack.

2. Your horse is a bundle of energy
Horse are energetic and consistent workers. Create energy for your brand through brand energizers and be consistent in application of your Brand across key touchpoints.

3. Know your Journey
Know where you intend to gallop. Having a strong strategy map will allow you to reach your branding goals more effectively. Plan, Execute and Win the race to being a world class Brand.





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Three Biggest Reasons Why Singapore Brand Strategies Fail

They Don’t Know What Not To Do

Without fresh perspective, companies go stale. Kodak and Nokia were once glorious brands who are now merely shadows of their former selves. An external brand agency can help refresh your company’s look and feel, injecting new life into your brand.

There Is No Leadership Buy-in

Brand strategies may look good on paper, but when leaders don’t walk the talk, employees don’t either. Strategy does not simply end with a new design or brand story - managers must be willing to continuously execute on the brand strategy for it to truly succeed.

They Don’t Know When To Dust Off The Cobwebs

Did you know that Harley Davidson once sold cake-decorating kits? Of course you don’t - because the product was a huge flop. Sometimes, knowing what not to do is just as important as knowing what to do. TBT:Consult offers a four-step proprietary tool that can help your company move in...



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Three Powerful Ingredients For A Winning Corporate Culture

Companies who invest in an internal brand culture produce people who become brand champions. These are individuals who go out and spread the good word about your company without being prompted to.

Teach Rituals To Build A Meaningful Shared Identity

Rituals can be as simple as buying donuts to celebrate employee birthdays, or as quirky as giving all new hires a funny hat! It is tradition for all new interns at Google to wear a Noogler hat during their first week on the job. Rituals helps employees feel like part of a team.

Celebrate Differences

Great cultures emerge from a diversity of background, experiences and interests. Workshops can help bring people from all walks of life together, creating dynamics that can lead to passionate discussions and original ideas.

Invest In Training Workshops

Jerome's Live The Brand Workshop can help imbue your entire organization with your brand values, creating brand cham...



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Stop Thinking About Your Logo
Design-led Branding Versus Strategy-led Branding

With our experience working with various organisations, there are two types of designs typically asked of us: one driven by gut feel and how the logo is best represented and another one that focuses on how brand strategy and the brand story can be integrated across touchpoints For a brand to stand out in the long run, it is not just about the visuals or your logo. Think about this: Starbucks logo is a naked mermaid, Nike is a swoosh and google is just font typography. Simple, understated and really not visually that powerful but yet each of these brands tell a powerful story across its key touchpoints. Think about how iconic these brands have become. Remember Strategy drives the Experience! Focusing on logo or just collaterals without giving thought to your overall experience is risky and. Stop thinking about the logo and start thinking about your brand experience. Do you want a brand which looks good today but forgotten to...



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5 Strategies to Build a World-class Brand

Research is Key
Knowing your market: customers, competitors and employees, will help you develop a strategy led by key insights.

Differentiate or Die
The key for any successful brand to stand out in a brand-saturated marketplace, is to be unique in areas like product, market & communication.

Stay Relevant
Markets and consumers are ever-changing. The goal for any brand is how to reinvent themselves, to connect effectively with their audience.

Built on Emotion
Create a relationship with your customers by engaging them emotionally, which can lead to strong brand loyalty and increase word of mouth.

People Drive Brands
Your people are your biggest asset. That is why they need to be aligned to what your brand stands for and to be advocates of your brand message.





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