Recently we attended a daylong meeting where the internal brand Tribe had developed was introduced to the company’s 75-person management team. Our clients were ecstatic to see the work we’d partnered on for nearly a year finally come to life.
The management team jumped on board immediately and the room was charged with energy as we took them through breakout sessions to explore the best ways to introduce the brand to their team and to integrate it into all stages of the employment cycle.
To get to that point, we had spent months on employee interviews and focus groups, strategy development, multiple presentations to the executive board, built a comprehensive communications plan and developed a number of channels and materials, from a culture book to a manager toolkit and from recognition plans to an ambassador program.
At the end of the day, we were all exhausted, clients and agency alike. It was great to enjoy the satisfaction of the successful launch and to breathe a sigh of relief that it had all come together by deadline, despite weather delays due to winter storms that impacted some of our production timelines.
High fives all around. We made it.
Not to the finish line, however. The launch day only marked the start of a long process to implement and sustain the new internal brand. There’s a lot more work to be done before we’ve succeeded in creating the culture that will support the tenets of this brand over the long term.
This is actually the starting line. (This is an important element that Tribe emphasizes in every significant client engagement.) The internal communications team did a masterful job at bringing this major endeavor to fruition, but they’ll have months and possibly years of work for the long road ahead. And they can’t do it alone.
We’ve emphasized to the executive team, and they in turn shared with the managers working for them, that responsibility for success here rests squarely on the shoulders of all the company leaders.
Will the internal brand eventually become second nature to employees in this company? We believe so, because both the internal communications team and the executive leadership are firmly committed to sustaining the brand over the long haul. Now it’s time for them to roll up their sleeves and really get to work.