Creating a great brand is difficult. Often, the external brand and the internal brand are either not synchronized, or they are simply distinct strategies. Beyond the difficulty of creating a great brand, the difficulty of creating a single brand that communicates internally and externally is even more challenging.<\/p>\n
In the ongoing discussion<\/a> about employer branding<\/a> (or employee value proposition<\/a>), I was pondering the following brand:<\/p>\n You & Us … UBS.<\/p><\/blockquote>\n I’ve been noticing their marketing campaign recently and have to admit: usually I notice the ads, but not the brand. In the case of UBS, I can’t remember anything about the many ads, but he brand clearly sticks out in my brain. It’s clearly a brand that could be used internally and externally, but when I saw some of their communications materials, the amount of effort spent developing the internal brand seems to be as extensive as the external marketing campaigns.<\/p>\n This external facing site<\/a> spotlights over 100 employees of UBS communicating what the brand means to them. Grouped into 4 categories: “Powerful yet Close”, “More than a Job”, “Understanding the Client”, and “Part of the Whole” each category conveys important information to both potential clients and potential employees. it’s really quite interesting and impressive. to watch the flash player scroll by with employees holding signs (in all the different languages) that explain what the brand means to them on all four fronts. I suppose there are two main points to this post:<\/p>\n Creating a great brand is difficult. Often, the external brand and the internal brand are either not synchronized, or they are simply distinct strategies. Beyond the difficulty of creating a great brand, the difficulty of creating a single brand that…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[21,8],"tags":[],"class_list":["post-493","post","type-post","status-publish","format-standard","hentry","category-branding","category-strategies"],"_links":{"self":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/posts\/493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=493"}],"version-history":[{"count":0,"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/posts\/493\/revisions"}],"wp:attachment":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nThey have also prominently featured these employee vignets in their handbook (downloadable here<\/a>) and their financial reporting last year (downloadable here<\/a>). Obviously for these last two, they chose employees who were communicating key attributes of the external brand, but once again, the most powerful form of communication is when you can get your employees to “evangelize” for you.<\/p>\n\n