Brand implementation and internal anchoring
Do your products and services convey the benefits of the brand? Do your employees make the brand promise tangible? We anchor your brand in your daily business – through rigorous project management, employee training and roadshows, webinars and guidelines. We measure your implementation progress and ensure that your brand promise is being fulfilled.
Case study: Randstad Roadshow
The challenge:
Randstad stands for a unique brand promise worldwide: Human forward. And this brand promise to customers, candidates and employees should be more than just a slogan. It should determine how all stakeholders experience the Randstad brand at every step of every process. The employees in the numerous local branches have a special role to play here – because it is the local people who ultimately shape the brand experience.
Our solution:
We conducted a roadshow in branch offices throughout Germany. In brand workshops, employees on site not only got to know the new brand positioning in detail, but also developed concrete measures to make the brand a tangible experience. And these workshops were not an end in themselves: the results were collected, condensed and further developed into concrete management recommendations for sales and marketing.
The result:
Our roadshow was extraordinarily well received. Not only were employees at the branch offices enthusiastic about the new brand positioning, they now also recognize their role in its implementation – and are working together to develop the brand further.