CX Tip #8: Start Your Brand Marketing Internally

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CX Tip #8: Start Your Brand Marketing Internally
(Compelling Brand Values)

Brands need to be understood and “owned” by the entire organization. That’s why it’s critical for companies to invest heavily in communicating the brand value to everyone in the company. Before BMO Financial Group’s new brand went live, it launched an internal campaign, Brilliant at the Basics, which identified eight actions that every employee could demonstrate, including “Our heads are up, not down;” “Everyone pitches in…titles don’t matter;” and “Help in choosing, not choices.” Employees were given a brand book which covered the brand principles, including a breakdown of what’s different “tomorrow from today.” The launch kit for leaders and branch managers included a DVD and materials covering key messages and talking points, along with anticipated questions and answers to prepare them to lead discussions with their teams. Click for more info

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About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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