Brandful Approach Gains Momentum

Last week, I spoke to a fantastic group of Long Island human resource professionals who understood the value the workforce can bring to the brand.

While I do give a lot of presentations, I enjoy customizing my message and content for each unique audience. When deciding what to include for this group, I carefully reviewed my materials including videos, stories, and company examples. I decided to feature one of my favorite videos from Clear Vision Optical, a small Long Island-based company of 250 employees, that designs and distributes eyewear for all ages. The video offers a quick peak of what can happen when an organization has a brandful workforce. While companies can spend thousands of dollars on a single video (or even millions for a series of videos), brandful employees have the genuine desire to create their own videos that come across as more authentic than corporate-produced versions.

As I passionately spoke about how to build a brandful workforce, up popped the Clear Vision video. Immediately, out of the corner of my eye, I saw the excitement from two women about eight rows back in the middle and I heard them whisper loudly so as not to interrupt the presentation: “Hey, that’s us!” They got out their cameras and began to take pictures. Later I found out that they had emailed their co-workers saying that Clear Vision was on stage. The pride they exhibited only confirmed their brandful workplace.

Following my presentation, we chatted and someone snapped the picture below of me with Jennifer and Ann Marie from Clear Vision:

Clear Vision

The Brandful approach is gaining momentum. And it’s not just from audiences such as this.   I see more and more the need and desire to merge the external brand perceived by customers, with the internal culture of the employees. Customers and employees have direct relationships that are real. Well, on second thought, sometimes they aren’t real, but those aren’t the strong relationships. Companies that truly understand this bond have the potential to succeed, but only if they can build an action-based strategy around the brandful approach, which is based upon employee involvement in the evolving brand.

A company like Rolls-Royce is part of this new trend which is encouraging employees to become part of the living brand. For example, one of the employees was inspired with a wild idea to gain more exposure for the changes going on at Rolls-Royce. She thought it would be cool if the company could build a jet engine out of legos.  This would highlight the focus on jet engines, as well as the fresh innovative spirit at the company. When she conveyed her idea to Jeff Lackey, a leader in Global Sourcing, he immediately supported it. Yes, there would be investment – Who knew a lego project could cost as much as €20,000? However, it ended up paying off. The project, which took eight weeks for four people to assemble, ended up generating about one million euros worth of brand advertisement given the response it generated on YouTube, Facebook and Twitter. As well, it drew notable attention at the Farnborough Air Show. Check out the video.

While many companies haven’t even attempted to involve their employees in shaping the brand, many are starting to test the waters. They aren’t accustomed to giving up control or empowering employees in this manner. They may be averse to risk or change or what damage such actions might do. But this attitude will ultimately stunt growth.  Other companies like IBM and General Electric are at the forefront, investing in employee ideas.

Investing in employees as brand innovators and brand ambassadors is not just about employee engagement, or employee motivation to be productive on the job, which usually relates to liking their boss and/or peers. Being brandful is about employee participation in the ongoing creation of the brand, the products and services that they help deliver.  Isn’t that what a workforce comes together for anyway?

Share what your company is doing to become brandful. I’m always on the lookout for new examples and ways to encourage others to be brandful.

Check out my previous posts and don’t forget to share this one with your colleagues and friends.