Internal communications: building the brand from the inside out
As the world economy struggles to gather pace, companies continue to review and cut back their physical assets – regional locations, unprofitable products, head counts. The pressure to restore profits leads also to cuts in investments that support intangible assets, including brands, often without appreciating the consequences.
Brands are no longer the preserve of advertising agencies and public relations companies to help create a favourable image in the market. A brand can and should be a rallying call that defines a set of values and commitments for the company and helps employees realise those commitments.
Small steps to success
United Parcel Services (UPS) knows all about living the brand through every aspect of its behaviour – what the company says, what it does, who it hires, and how it behaves. The world's largest package distribution company has more than 150,000 ground vehicles, and the brown-uniformed drivers are taught how their every action markets UPS: employees attach their keys to their little finger to save having to look for them; they put on a clean uniform each day; pre-sort their packages for five stops ahead; and they toot their horn when arriving at a business or residence. Living on the moon? UPS are locals.…
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