Branding

How to Turn Your Employees Into Brand Advocates

How to Turn Your Employees Into Brand Advocates

Your employees are your biggest marketing opportunity. Why? Because if they are engaged with your brand, they can be your number one marketers and boosters of brand equity. How do you convert this potential business-changing force into brand advocates? Achieving employee brand engagement was our topic at the last Silicon Valley Brand Forum.

Empowering employees as brand advocates is critical to successful brand evolution. When you change or evolve your brand identity, your internal audience is just as important as your external audience. Ideally, your employees are the engine driving brand transformation. For that reason, we ask every client to engage their employees when changing their brand identity.

Engaging your employees

To be effective, brand identity work must inspire employees as an idea they can rally behind. Quantitative research can give you data, but qualitative research helps you hear and feel culture from the key voices and the personalities who make it real. You can’t just change your logo and tell employees, “All right, everyone, fall in line and be part of this.” Your brand essence starts within your company, and employee brand advocacy requires investment, cultivation and authenticity. It also must capture your employees’ spirit and passion. If your employees are engaged, you will have a firm foundation for moving forward with change.

Four factors for empowering employees as brand advocates

A new brand identity should be both aspirational and authentic to employees. It’s essential that employees:

  1. See themselves in the new positioning
  2. Believe in the vision and aspiration behind the new identity
  3. Understand that the new brand has meaning and value
  4. Feel recognized for their part in adding value to the brand

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Beloved Brand

Becoming a Beloved Brand

This spring, when the Golden State Warriors won the NBA Championship for the second time in three years, the Bay Area exploded with excitement.  The victory parade drew more than one million fans in their blue and gold to cheer and bask in the glory of “our” victory. The Warriors are truly one of San Francisco’s few beloved brands. They are respected and adored by men and women, young and old, in winning and losing seasons.  People want to wear their colors, they know the players like neighbors, and they internalize the team’s struggles and celebrate its victories. This highly emotional connection is known as community branding, and is the envy of most brands.

Are there business benefits of community branding?  The W’s have sold out every home game for the last several seasons. The Warriors have become a major attraction for out of state and foreign tourists. Win or lose, W’s fans are behind their team in every way, emotionally and economically.

How does community branding work, and how do you become a beloved brand? If we think beyond sports teams, what other brands can truly say they carry this esteemed mantle?  Certainly many universities could make the claim – whether you are a Harvard Man or a Cal Woman, your alma mater is often a beloved brand worthy of your lifetime support. Other brands are a beloved part of their communities and even the world at large.  Coca-Cola energizes Atlanta GA; the NYFD has become one of New York’s most beloved and respected brands, (beyond its sports franchises); Disney is a beloved brand trusted by families and their children around the world; and Chevy and VW have captured our imaginations and elevated our pulses more consistently over time than other car brands have been able to manage.

What do these community brands all have in common? Each satisfies a universally human motivator.  Sports teams ignite the thrill of victory. The Fire Department embodies bravery and valor. Beloved consumer brands provide happiness and escape. These motivators are deeply and universally felt and part of our shared human experience. Brands that are successful enough to become and remain beloved are those that most consistently address, and fulfill, these instinctual needs. They become a part of how we define ourselves.

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managing brand reputation

Managing Brand Reputation: Media Brands Live or Die by Their Integrity

The news of AT&Ts attempt to acquire Time Warner without shedding CNN brings the value of media brands back into the spotlight. CNN has seen its share of criticism over the last year –primarily from one powerful voice – but its position, and the debate over “fake news” raises an important issue for media brands everywhere. Embellishments and dramatizations may be acceptable in politics and in the corporate business world, but in journalism, they violate a universal standard: integrity. When a writer or editor runs afoul of that hard line, it reflects on the overall media brand. Inability to earn and sustain public trust can kill a brand, or forever damage a business. That balance, trust over mistrust, fact-based journalism over sensationalism, is harder to achieve than ever.

managing brand reputation

The News of the World phone-hacking scandal from a few years ago is a perfect example of how to mismanage brand reputation. Executives of Rupert Murdoch’s News Corp. covered up allegations and evidence of gross misconduct instead of exposing those responsible and holding them accountable. Now, with criminal investigations under way and News Corp. employees in jail, News of the World has folded and Rupert Murdoch’s personal and corporate brands are damaged beyond repair.

Some media brands have managed their brand reputation effectively under challenging circumstances. When Stephen Glass of The New Republic and Jayson Blair of The New York Times were exposed as frauds, their editors immediately made it known to the public and took steps to make it right. This American Life took the extraordinary step of retracting a story when it was discovered that a nonfiction storytelling piece on Apple supplier Foxconn was rife with falsehoods. Editor and host Ira Glass went on air to explain the failures in his and his team’s fact-checking that allowed the story to air. Oprah Winfrey confronted author James Frey for lying in his memoir, A Million Little Pieces, which she had promoted. Each of these media giants avoided long-term damage to their brands by being forthright about their errors in judgment.

Managing brand reputation is essential to any organization, but especially to media organizations. At the end of the day, it’s the brand that takes the biggest hit when credibility and integrity are questioned and restoring the integrity of the brand is most critical. How media editors, publishers, and executives respond in crisis can dictate their brand’s survival.

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Brand Matters – The Power of Strategic Identity

The following content was presented at the AIRI 2017 Annual Meeting. Click here Marshall_AIRI_Presentation-2 to download a PDF of the slide presentation itself.

Brand has many definitions, and most of them line up within marketing and advertising.  In this presentation, I hope to shed some light on the power of strategic identity – being true and clear about who you are as an organization and why you matter. This should have influence over all an institute says and does, from who it hires, to how it fulfills its mission, and of course, how it engages, and inspires support from, its critical audiences.

Here’s one important reason brand matters to research institutes: The top ten federally funded institutes depend upon government funding for 71% of their budget on average. But our government appears to value research less and less.  In fact, according to AAAS, “The FY 2018 funding cycle has been rather mixed for Science and Technology on the whole, with many more agencies looking at reductions than increases.”

What this means is, a good portion of an institute’s budget is necessarily going to need to be replaced by other sources of funding.  Where is that going to come from?  Who is going to understand and value these institutes enough to participate in their future?  Why should they?

The challenge is even bigger than funding.  It is about awareness, relevance, and perceived value to multiple audiences, including new research talent, partners and collaborators, and the public who this research is intended to benefit. While in the past, your accomplishments may have spoken for themselves, now you’ve got to ensure that you are understood, appreciated and supported – in an environment that is more competitive than ever. You need to become a “preferred” place to invest in, to work for, and to rely upon for new knowledge.READ MORE

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DACA is an Identity Issue.

DACA is as much an identity issue as it is an immigration one. The effects of decisions today may affect many people’s sense of who they are for much longer than its political news cycle.

We are faced with some 800,000 people who identify themselves as Americans – and why shouldn’t they?

  • Their parents are in America.
  • They grew up in America.
  • They were educated in America.
  • They work in America.
  • They pay taxes in America.
  • They serve in America’s armed forces.

America is the only home they have ever known. If they are returned to an unfamiliar country, they might not even speak the language.   

  • Will their identity no longer be American?
  • What will this do to America’s identity?
  • What will this do to America’s brand promise?

Britain recently went through an identity crisis with Brexit. The British brand cut off the European part of its identity. And the consequences for many Europeans and Brits alike has been a sense of broken promises. The DACA identity issue raises important questions about America’s identity and its own “brand” promise.

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Creating Meaningful Messages

Meaningful Messages are Memorable Messages

We’re big fans of “Marketplace” on NPR. One reason we like the show so much is because its host, Kai Ryssdal, is an incredibly natural and entertaining communicator. In the middle of each program, Kai takes a moment to quickly rattle off a bunch of numbers about what’s been happening in the stock market. He provides these numbers with cute analogies, but without much commentary. We wonder how many of his listeners understand the meaning of these numbers, or care about them.READ MORE

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Collaboration Drives Breakthrough Brand Strategy

Brand breakthroughs, like all breakthroughs, require collaboration. In our work with leading researchers at Caltech, UC Berkeley, UC San Francisco and Rockefeller University, it is clear that examining today’s most important issues require not just brilliant people, but people who have the skills for working productively with others. The same collaboration principles hold true for breakthrough brand strategy in organizations. READ MORE

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southwest culture

Culture Drives Brand Value – Where Will It Drive Yours?

I recently published an article in Inside Higher Ed describing five strategies of great brands, and how they apply to universities.

One of those five strategies is: brand inspires behaviors – you build a brand by being something, and letting that culture shape the way you behave and communicate. A successful brand strategy must lead to tangible behaviors, ways of thinking and acting that can differentiate you and your company in measurable ways.

Consider FedEx, Southwest Airlines, GE, and other brands that have become legendary for their corporate cultures. They all recognized the importance of defining and articulating not just their customer promises, but their internal behaviors for fulfilling those promises. Customer satisfaction and business success are the rewards that reinforce these behaviors, creating a cycle of growing brand strength.

A recent example of this is San Francisco’s own Salesforce.  Marc Benioff, Salesforce CEO, has fostered a culture of “Ohana” within the company, a set of principles that inspire everyday behaviors against which employees are evaluated. Ohana is a Hawaiian word with deep meaning, which translates very roughly as “extended family”. What it means is that all members of a family, and their greater community, support each other. This culture extends externally for Salesforce – their number one mission is “customer success.”

The emphasis on culture has major effect. Benioff recently said, “There’s all this incredible energy in your company and you can unleash it for good. All you have to do is open the door.”

With this attitude, it becomes evident why Salesforce is one of the world’s fastest growing companies, and is ranked among the “best places to work” wherever it has offices.

Compare Salesforce’s results, and the brand benefits they accrue, to recent events at United Airlines and Uber. These two companies have dominated the news cycles lately, for all the wrong reasons.  Within each story is a tale of bad behavior and poor choices, revealing crippling or even toxic corporate cultures. People who describe these woes as “PR problems” aren’t dealing with the core issue, the deep cultural flaws that threaten the very existence of these two companies.  When United loses $1Billion of market valuation in one day and Uber has over 200,000 customers deleting its app, that threat is clear and present.  These companies need to focus on their cultures at all costs, or they will lose any customer loyalty that remains.

We hope that more companies will take a close look at what promises they really want to make to their employees, customers and shareholders, and what those promises mean for how they act, speak, and treat each other – as well as their customers. Iconic, customer-centric brands like Salesforce and Southwest show strong evidence that placing a priority on building and living a positive culture results in loyal customers, healthy companies and strong brands.

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trump brand

Does Identity Trump Brand?

In reading “How Will Trump Rebuild His Brand? published through Knowledge @ Wharton, we need to think about Trump’s brand and his identity, and how both may affect his upcoming presidency.

It can be confusing when the word brand is used to mean so many different things. Brands convey a promise that people come to rely on. The Trump brand promises ornate, luxurious, exclusive products or experiences at a premium price. It attracts prosperous clientele that are drawn to these qualities and who can afford these experiences. It is an appropriate brand for up-scale products and properties, because it is very well known, and it can command a premium price. Hence the brand has value to properties not even owned by Trump, and for which some product and property owners have been willing to pay a royalty.

Identity is different from Brand. Identity is about the reality of a person or company – who he, she or it really is – where brands are externally driven to appeal to others, identity is inner-driven. Identity flows from the reality of who the person or organization is – their innate driving force. Identity is bigger than brand. The identity of a corporation, organization, individual, or even a presidency may develop several “brands” aimed at different audiences. It can be especially powerful if all the brands stem from or reinforce the identity. The identity of Proctor & Gamble is characterized by a singular drive to provide quality household products that improve people’s lives. This is their driving force, but P&G has many brands (Crest, Tide, Pampers, Gillette, etc.), all shaped to appeal to different external audiences, yet all reinforcing P&G’s identity.

Donald Trump’s identity is more multi-faceted than his luxury brand. Trump’s identity should not be confused with his luxury brand. If Donald Trump’s drive for power is sincerely about populism, uniting the country and creating prosperity for all, and if he delivers on these goals, President Trump will be recognized and appreciated for not just luxury goods and properties. To accomplish his objectives, he may need to create a healthcare brand, a tax reform brand, a foreign trade  brand, and other “brands” shaped to appeal to different audiences. And these brands should all reinforce and deliver on his drive to “Make America Great Again.” If they don’t of course, all of these brands will lose credibility along with the presidential identity.

In conclusion, it is not only possible, but necessary, that a president serve many different audiences, and good branding can help, but the Trump luxury brand alone is not enough. What matters most is Trump’s Identity, who he really is, what he truly cares about and what he aspires to accomplish.

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