1. Internal Branding for Organizational Excellence
17th
September 2011, Mount Abu
Reema Sarin
Actor, Founder of BOLLYFIT & Brand Consultant
2. Organizational Excellence
The journey towards organizational excellence is critical for any
organization to tremendously to improve its competitiveness in an
ever changing marketplace.
3. Organizational Excellence
» Employees are any organization’s MOST VALUABLE ASSETS
» If External Communication is important to get new customers, then
Internal Communication is critical to communicate effectively to
service those customers
4. What is it?
The capability of an organization to drive business results is
based on:
» Leadership
» Strategic Planning
» Process Management
» Knowledge Management
» Working Collaboratively
» Benchmarking for Excellence
» Enhancing Brand Visibility
6. Strategic Planning
Align the organization's hierarchy design, culture and people to its
business strategy, objectives and corporate values.
7. Process Management
Operate, Control, Evaluate and Improve the teamwork and
interconnected tasks with the goal of maximizing organizational
effectiveness and efficiency
10. Work Collaboratively
» Cooperate, collocate and synchronize work tasks with the
employee base globally, clearly articulating all facts and the end
objectives of all programs.
11. » All internal communication should focus
on effective ‘brand positioning’ amongst
employees and should clearly
communicate the organization’s
Corporate Values and USPs.
Employees globally and equally should
identify them selves with the
organization’s Brand Values.
Enhance Brand Visibility
12. Employee Branding
Organize formal and informal / fun employee programs
and create internal branding around it:
» Interaction with senior management - for e.g. ‘Coffee
with the CEO’ in batches where employees get an
opportunity to interact with the CEO informally over a
cup of coffee every month
» Employee Wellness Programs
» Collaborated with media and radio channels for on-
ground promotions and quizzes
» Group fitness, Aerobic classes for fitness freaks
»
14. Corporate Social Responsibility
Engaging employees in CSR programs is a very effective way to make
them identify with the corporate values the organization stands for. Ensure
that you take on CSR projects involving group volunteer work, for e.g.
» ‘Traffic Awareness programs; Blood Donation Camps; teaching at
Government schools, ‘Walk for a Cause’, amongst others.
19. Employee Branding
Company Online Store of branded goods of high visibility is a MUST!
» Mugs
» T-Shirts / Shirts
» Caps
» Backpack Bags
20. Employee Survey
Conduct annual Employee Survey to obtain feedback on what is working
and what is not in terms of employee engagement programs, CSR activities,
their brand perception, as well as to solicit new ideas and suggestions.
MAKE YOUR ASSETS WORK FOR YOU
LET YOUR EMPLOYEES DO THE THINKING!
21. Key Take-aways
MAKE YOUR ASSETS LIVE AND BREATHE THE BRAND FOR
ORGANIZATIONAL EXCELENCE
•Develop employees as ‘brand ambassadors’ of the organization
•Creating a sense of belonging within the employee community
•To help drive ownership and shared engagement
•Encourage knowledge sharing
22. Create AWARDS
Recognition is everything!
Create quarterly / annual Employee awards for programs they
participate in.
Raise their Profile in the organization and you
WILL RETAIN them.
