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Company re-branding
This energy company experienced rapid growth resulting from several acquisitions. The corporate culture reflected a variety of loyalties, inconsistent practices and different interpretations of the corporate goals. To be successful in their competitive marketplace, a common focus with employee commitment to a single brand was imperative.
Communications Approach
- Developed manager's communication tools
- Established employee ambassadors
- Planned employee events marking milestones on the branding journey
- Implemented employee communications: electronic, print, face-to-face
- Partnered in the hosting of local celebrations to launch brand
Results
- High awareness of new brand among employees
- Established consistent foundation to build brand knowledge
- Survey results indicated front-line employees understood the brand values and their application.
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