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Building brands from inside out
Branditt, which aims to build brands from the inside out by promoting an organisation's ability to live its brand authentically, has launched an internal brand initiative (Brand Alive) by uncovering the stories and legends of the Exxaro Leeuwpan coalmine that could inspire employees and with which they could identify.
Situated on the outskirts of Delmas in Mpumalanga, the mine aims to engage its employees and its community in living its brand; “Powering Possibilities” and the branding agency is facilitating the full process.
Employees initialise, direct and bring to life the brand idea. It is a powerful and real way to engage people to live their organisation's brand. This branding process flips conventional branding on its head by allowing it to bubble and boil from the bottom up.
Real stories
After intensive research, the story that touched management and mine employees was Lizzie Mdaka's story, the first female dump truck driver. She displayed great courage, focus and tenacity to overcome many obstacles. Being a female and working in a male dominated industry was in itself a great challenge. This story gave birth to the Lion Hearted Campaign, with a specific brand activation named ‘Searching for the Lion Hearted'.
The brand engagement programme that will bring the idea, (lion hearted) alive through film and industrial theatre. Searching for the lion hearted is essentially a casting activity, which directly sources talent from the mine and community using singing, dancing, poetry and acting as means to bringing the idea of being Lion Hearted alive.
A talent showcase will be held on the 5 February 2010 at the mine to engage employees around the Lion Hearted idea and deliver on their promise to Power Possibilities. Some of the top talent will have the possibility to see their work produced.
