ENDOBRANDING

Permearse de la marca de adentro hacia afuera no es una tarea facil. Aqui un fragmento de un interesante articulo de www.interbrand.com en donde se resalta, CUAL ES LA CLAVE para hacer vivir TU MARCA dentro de la empresa (el ejemplo es asombroso: VIRGIN RECORDS):

Companies may say they understand the power of branding and they may even translate brands into dollars on a balance sheet, but many are clueless about a large part of brand management. It seems obvious, but unless employees act consistently with the brands they represent, any other branding activity can suffer.

"I reckon about 20 percent of a brand is its physical attributes, like a logo, color, letterheads. The rest is all about behavior," says Ian Buckingham, head of Interbrand Inside. "Employees bring a brand to life; they are its ultimate custodians."

Virgin is one company that has always recognized the importance of its people. Its attitude is demonstrated in its new group brand manual: “Chapter One -- Our People Come First.” “We have always believed that to create a powerful external brand you need to create a culture that supports it," adds Catherine Salway, Group Brand Manager for Virgin.



Yet the process of creating and maintaining a brand culture in the workplace -- internal brand alignment -- is a difficult and delicate process. It needs more than a manual and a slide presentation. Alignment is about encouraging employees to behave in certain ways. And that means dabbling in psychology.

"You can't just say to people, 'Here's the external brand, here's the internal, and here's how it plays out in everyday behavior,' " says Salway. "You've got to be careful because people are individuals; you can make this a false thing. If you keep staff happy and still let them bring their personality to work then you're more likely to succeed."

Consultation is key...


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