Building a brand on the inside of the organisation is a critical part of delivering against the external brand promise made by the business, yet so often this essential part of brand building is forgotten. In an intensive one-day workshop format the concept of internal branding will be unpacked and examined in detail, exploring theoretical principles and practical application, with reference to both product and services sectors.
In a turbulent and ever-changing world economy the need to break from the brand clutter and overcome perpetual product and service parity remains a dire need and a key opportunity to claim differentiation and build sustainable competitive advantage. Whereas products are copied and innovation gaps rapidly closed; and services models and systems are replicated amongst competitors, the deeper-seated notion of internal brand behaviour and culture is not; and this represents an ideal opportunity for true differentiation and competitive advantage that can set a company apart.
In a PhD study completed earlier this year, Sean McCoy has probed the theory and existing body of knowledge in this field, examining the possibilities to improve capability in this area. Although the study is academic in nature, it is matched by extensive field experience and brand engagement projects and combines new thinking drawn from this research and practical exposure, in pursuit of a new way of doing things.
Brand alignment is a little understood and under-applied concept in many markets of the world. In certain developing economies we have seen large organisations apply this thinking very successfully and legacy brands and corporate reputations have been built in the process, with an emphasis on the internal brand and culture as opposed to the perpetual concentration on the external brand building process. This is not to say that external marketing is wrong - it merely implies that the internal brand effort should also be considered and that leadership efforts, resources and organisational commitment should also be afforded to this part of brand equity development and the determination of competitive advantage.
In an intensive one-day workshop, Sean will unpack and examine this concept in detail; exploring theoretical principles and practical application, with reference to both product and services sectors.
The broad composition of the programme includes:
The principles and philosophy of internal brand engagement
Examination of a model for brand alignment and how it contributes to building sustainable competitive advantage
Looking beyond theory to issues and applications in practice, ensuring that internal brand engagement strategies are implemented and are effective
Ensuring long term success of your internal branding efforts
In a fully recovered global economy the war for talent acquisition and skills retention will return and businesses that are able to build the employer of choice position in their market will dominate this space. So too, will businesses that make compelling market propositions and very importantly, deliver against them or better still, exceed the promised brand experience. These are the organisations that will build competitive advantage and will ensure sustainability of results in the long run.
If this thinking resonates with you, join us in a one-day workshop on 9th October 2012, in which this notion will be unpacked and challenged, both in thinking and in practice.
MORE INFORMATION ON THE WORKSHOP: Knowledge Resources in conjunction with HKLM will present a one-day workshop on Internal Branding on 9 October in Johannesburg. The workshop will be facilitated by Sean McCoy, CEO & Founder, HKLM.
Knowledge Resources is a leading knowledge provider in the world of work. Our products and business offerings enable people to grow their potential, to be productive, respected, valued and to flourish.- more....
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.