Engage your employees with purpose, and you give your company a huge advantage.
By helping your employees understand the purpose of your company, you open up opportunities for them to build and add value to your brand. Robin Tooms visits with Ralph Vasami, president and CEO of Universal Weather and Aviation.
Where’s Waldo? Mapping social networks to find your company’s influencers
Often, companies looking for their most influential employees don’t even know what they’re looking for. Mapping internal social networks through organizational network analysis helps you pinpoint the most important and influential internal audiences. Jeppe Hansgaard, partner at Innovisor, talks about performing the “Where’s Waldo?” of the business world.
Making employees your priority improves customer experience
Although it seems counterintuitive, focusing on employees first will actually improve your company’s customer experience. Jay Steinfeld, CEO and founder at Blinds.com, talks about why their company prioritizes people, product and profit—in that order.
Put your brand messaging into action
When it comes to brand messaging, you need to put your money where your mouth is. Robin talks to Donna Smith, director of marketing and communications for Forum Energy Technologies, about how they’ve put their messages into action.
Make your values visible in day-to-day work
Would someone from outside your company know what your company values are based on your employees’ actions? Jane Henry, CEO of Xcution, Inc., talks about how they make their corporate values visible on a day-to-day basis.
Rebranding tips for CEOs: Engage employees & middle management
Successfully rebranding a company from the top-down means listening to your customers and your employees, then engaging middle management as influencers to keep momentum going. Ralph Vasami, CEO of Universal Weather and Aviation, shares their strategy for gaining brand alignment.
Convey consistency when you have multiple sub-brands
How do you convey the consistent message that you are one brand when your company is composed of multiple sub-brands? Donna Smith, director of marketing and communications at Forum Energy Technologies, shares how they’ve built their external messages to demonstrate their unity.
Employees live the brand when they understand their purpose
When employees understand the part they play in the company’s larger purpose, they live out the brand you’ve built. Ralph Vasami, president and CEO of Universal Weather and Aviation, talks to Robin Tooms about how he personally helped employees understand their purpose at Universal.
Assess legacy brands to preserve brand equity in M&A
Acquiring multiple brands? Assessing each to determine how much equity it has before creating a holistic branding strategy is essential. Donna Smith, director of marketing and communications for Forum Energy Technologies shares about the discipline required to bring in multiple new brands.
M&A internal rebranding: think people first, then operations
When it comes to M&A, think people and culture first, then the mechanic of merging operations. Robin Tooms discusses internal branding during transitions with Jane Henry, CEO of Xcution, Inc., a management consulting firm.