Branding from the Inside Out

Interview with Dawn Marchand, AVP Internal Communications and Brand, Manulife Financial.

A marketer since birth, Dawn has held a variety of marketing, communications, brand, and account management roles in the financial services industry for over 20 years. Currently with Manulife Financial, Dawn has worked in both Canada and Asia. She is presently AVP Brand and Communications responsible for the global launch (internal and external) of Manulife’s renewed brand, employee communications and community relations.

Ms. Marchand answered a series of questions written by marcus evans before the upcoming 2nd Internal Branding & Employee Engagement Canada Conference, October 17-18, 2011 in Toronto, Canada. All responses represent the view of the Ms. Marchand and not necessarily those of Manulife Financial. (Note that the responses have been approved by Manulife Financial.)

Branding from the inside out is the key to success. Would you agree and why?
Ensuring you have educated and engaged employees in your brand is certainly key to success. A company can develop and launch a brand externally but if the employees aren’t an extension of your brand when dealing with customer and prospective customers, then your brand promise falls short and your external investment fails.  As well, employees that are engaged and truly believe in your brand are also more loyal and most likely, more productive!

Can you offer suggestions as to how a company can build its brand internally?

It is important that employees feel like “insiders” in the brand process.  Show them concepts and final pieces before anyone else sees them.

There is nothing more engaging than getting employees participating in an activity.  Consider photo or ad design contests.  Post pictures and articles showing employees ‘living the brand’ on your intranet.  And, while articles and resources on an intranet are important, face-to-face presentations are even more effective.  Most departments have employee ‘townhall’ meetings on a regular basis.  Get on the agenda and present the brand story to employees with a focus on their role and significant impact in building a successful brand.

Is the present uncertain economy posing a threat that internal branding may be neglected in place of more pressing business objectives?

I certainly hope not.  In fact, it could be said that internal branding is less costly and perhaps this is a time when companies could focus more internally and rely on their employee brand ambassadors to help spread their messages externally.

Can leaders measure and track how connected they are to their employees, and turn it around if necessary?

Almost every activity should have measurement metrics attached to it.  These might include:
- percentage of employee who participate in brand activities
- # of visits to articles and photo galleries on the intranet (compared to # of visits to ‘regular’ news pages)
- short evaluations/questionnaires after employee presentations
- informal surveys – easy to do with online resources like “surveymonkey” can take the ‘pulse’ of brand buy-in with specific groups of employees

For further details on the upcoming conference, please contact:

Michele Westergaard

Marketing/PR Coordinator

marcus evans
Telephone: 312 540 3000 ext 6625
Email: michelew@marcusevansch.com

About marcus evans

marcus evans conferences annually produce over 2,000 high quality events designed to provide key strategic business information, best practice and networking opportunities for senior industry decision-makers. Our global reach is utilized to attract over 30,000 speakers annually, ensuring niche focused subject matter presented directly by practitioners and a diversity of information to assist our clients in adopting best practice in all business disciplines.