Why Brands Need Enculturation™
May 9, 2019
How to get everyone on the same page.
A company’s brand should extend beyond surface level internal and external recognition. It should live within the organization – within every department, from engineering, human resources, manufacturing and finance to business services, customer service, sales, distribution and marketing. The Brand Establishment’s Enculturation™ process is exactly what companies need to achieve complete success with their brand development initiatives.
Too often we see organizations get excited about their new brand identity only to watch the leadership and employees lose sight of the brand promise, fading back into old practices. Then the brand promise gets lost. Through the Enculturation process, companies identify all the ways to better “walk the talk” and get everyone marching to the brand beat.
The first step in launching an Internal Brand Adoption initiative is for the COO and executive leadership from all areas to gain an understanding of the importance of Enculturation and the value it brings to the organization. The executive team also learns the processes that must be hardwired to ensure that the internal brand is sustained.
Since Enculturation is an organization-wide initiative, there is tremendous value in having each department participate in the investment of Internal Brand Adoption, not just human resources or marketing. The process includes a discussion about the organization’s existing internal brand adoption challenges as well as potential growth scenarios. From there, discussions turn toward how the organization can implement a strategic internal brand initiative.
Part of the process is to identify a Brand Champion. This person frequently resides within the marketing area but can come from another area within the organization. Of paramount importance is that the whole organization knows the Brand Champion has the full endorsement of the COO. Once the Brand Champion is identified, we develop the Brand Pillar.
The Brand Pillar, led by the Brand Champion, is a group of key individuals from each company area who have the authority to ensure that the internal brand initiatives that the Brand Pillar adopts are hard-wired and put in place within their areas. Initially, the Brand Pillar meets weekly to develop the Internal Brand Initiatives. Once the initiatives have been launched, the Brand Pillar moves to monthly meetings for the first six months, and then eventually moves to quarterly meetings as they review the brand adoption initiative and make necessary adjustments.
By stepping outside their silos and working together, employees help build the internal processes that ensure everyone within the organization is delivering upon the brand. When employees truly engage with the brand, the results can be powerful!
Want to know more about Enculturation? Contact us.