BRANDSPEAK

Insights & Research | Positioning | Employee Alignment & Internal Communication | Brand Identity

A BSD group company

Employees
Aligning your employee
to your brand.
The key ingredient
in winning brands

Creating Differentiation through employees

With good reason, employee engagement

is one of the hot-buttons in organizations
today. The looming talent shortage plus
increased mobility among workers due to
heightened personal expectations, makes
the task of finding and keeping first-rate
staff a key priority.
If you accept the premise that, in the right workplace environment, most people have
the potential and even the desire to be strong contributors, then there are plenty of
steps that all types of organizations can take to strengthen employee engagement. The
big win from greater employee engagement is the positive impact on your organizations
customers, clients, business partners, volunteers or other stakeholders, which in turn
improves financial performance.
Employee branding is increasingly becoming a real and enduring source of business
advantage. In a networked world, customers increasingly look directly to each other for
inspiration and guidance, and brands must emotionally connect like never before. The
best brands build these connections with customer experiences that are rich, genuine
and lasting. Employees play a key role in ensuring this and by doing so, they create
powerful new possibilities for growth, for stronger customer relationships and for
greater differentiation.

The Business Case for Employee Engagement &

Communication
An engaged employee is aware of business context,
and works with colleagues to improve the job
performance for the benet of the organiza>on
The employee goes beyond the basic job
responsibility to delight the customers and drive the
business forward
Engagement is closely related to job involvement and
ow

Just as USP (corporate branding)

determines why someone would buy your
products/services in the first place and then
become loyal customers, EVP (employer
branding) creates the reason why someone
would join your company and then become
loyal employees.
Employer brand embodies the distinctive set
of values, culture and behaviors that creates
an emotional bond between employer and
their best employees the qualities that
make talent love working there, bring them
fulfillment and deliver high performance.

What do most admired companies do

differently?

Source: Hay Group 1998 2009

Recent Case Studies - Employee Alignment & Communication

The Nairobi Securities Exchange contracted BSD to develop a new brand positioning and
promise for the organization. Part of this process included alignment of the internal teams
to this new positioning which included key partners e.g stock brokers. BSD conducted brand
coaching workshops for various stakholder groups as we worked towards embedding the new
brand promise.

The Healthcare category has experienced tramendous shifts that have had an impact on AAR
Healthcare. Having developed a new brand positioning that worked at reconecting the brand to
its new audiences, we worked with internal teams to align the brand to its inetranl customers
(employees). This was through brand coaching workshops conducted across East Africa. This
was supported by an internal creative campaign that was launched through various platforms.

Athi Water Services Board (AWSB) a State Corporation under the Ministry of Water and
Irrigation constituted to provide water and sewerage services contracted BSD to help define
and develop a brand positioning, new corporate identity, internally brand align teams and
develop a communications strategy. The overall objective was to create a strong brand that
would generate significant value for stakeholders as well as the organization. We developed an
internal engagement structure that cascaded the new brand promise to its key stakeholders. This
included both employees and critical partners

XRX is one of the most successful technology brands in Kenya. Over time, the product portfolio
slowly exceeded its previously known XEROX brands to other fully owned products thus
creating the need to reposition the brand and define a new brand promise. BSDs challenge was
to create a new corporate brand to elevate its profile and better reflect its business purpose.
This was then cascaded through to the entire organization through employee workshops that
were geared towards building brand champions

Employee engagement is a viable strategy to

enhance corporate reputation and business
performance
How do we get our people to live and
deliver the brand?
Talk to us: mwangij@bsd.co.ke

About BSD
We develop brand and communication strategies through a unique set of principles and tools that
position brands where they are at their best to fully exploit the potential that surrounds them. This
is to enable them to uniquely engage with their diverse audiences. Weve spent years defining and
refining methods that get us to the heart and soul of our clients audiences; methods that enable us to
understand their perceptions, motivations and needs.
Our goal is to creatively distill the essence of what is most important, unique and compelling to you
and your audiences so that you can achieve your overall corporate objectives. By eliminating all the
clutter, we allow your true, simple and meaningful brand experience to innovatively emerge.
We create a connection that puts you in the heart of your consumer.

Well, thats us.

What about you?
If you would like to know more about
how our experience and expertise could
help make your strategy, identity, culture,
and communications a bigger success or
help you rise to other challenges
your business faces, then dont hesitate to
get in touch.
Email us at mwangij@bsd.co.ke, eva@bsd.co.ke
or call us on 020 2491078 to have
an informal chat.