The reputation of your brand can live or die depending on someone having a good or bad experience of it. And this can include their experience with a representative of your brand.
Therefore it is critical to your brand’s success to get all your staff and volunteers onside.
The best brands are a collective of people aligned behind a shared purpose, with an understanding of the values that bind them all together. So our June Brand Breakfast explored how to emotionally connect the inside people with your brand.
Using your brand to inspire
Chris James is responsible for brand at The Scout Association, the UK’s largest coeducational youth movement. The Scouts offer life changing adventure to over 450,000 young people in local communities across the country. Using a variety of digital tools, face to face workshops and printed products, Chris explained how the Association supports its staff and 100,000 volunteers to consistently use the brand to increase support and grow membership.
Chris James, creative and brand adviser, The Scout Association
The value of brand in attracting and retaining talent
Brands are experiences and so without aligned people it is impossible for a brand to deliver a consistent experience – forget logos, advertising, even products and services to an extent – it is how those are all delivered and experienced whether proactively, or in response to customers, that sets what a brand truly stands for. Steve Kelly from Avanade, a Microsoft and Accenture joint venture, discussed the vital role brand plays in attracting and retaining talent. Specifically, how the HR profession has to become more brand savvy and how it is now effectively setting brand strategy through the way in which it develops people. He shared examples of how Avanade is changing to meet this truth and evidence that underpins it.
Steve Kelly, chief human resources and leadership officer, Avanade
What is the Brand Breakfast?
CharityComms’ Brand Breakfast is an informal forum where brand managers come together to discuss issues of mutual interest and share examples of good practice.
With three events a year held in London, each event focuses on a different brand-focused topic with presentations, group discussions and networking.
These events are a great opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.
If you’d like to be one of the first to hear about these events please contact Vanessa Weddell to be added to the Brand Breakfast mailing list.