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How organisations can create strong brand engagement?

It is a big mistake to think that only the corporate brands or product brands can develop an emotional connection with their public.

People can also grow an emotional attachment to the organisation brands. This is proved, for instance, by the large sympathy offered by a certain public to organisations like WWF.

When this connection occurs, it becomes in a real asset to the brand. In time could transform into a true feeling of loyalty between the person and the brand.
And with loyalty comes the necessary confidence which brings people’s attention when an organisation communicates.

The process of creating such powerful connection is called “Brand Engagement”.

Brand engagement is partly created by organisations and partly created by the perceptions of the audience with whom these organisations are communicating.

This requires an ongoing effort for the organisation to ensure that its staff understands perfectly what the brand is promising to its external audience.
All employees must be conscious that their actions and behaviors, on a day-to-day basis, could support or undermine this effort.

Every day, your team makes choices. They get up and choose to come to work. At work, they choose to connect or not. To engage or not…

A succesful brand management system envisages transforming a maximum of your staff into real brand ambassadors.
This is possible, only if you privilege a brand management approach based on listening, dialogue, and search of consensus.

Here are the best practices:
- Start with understanding the audiences
- Define which message is appropriate for each specific audience
- Favorise a feedback mechanism which offers a real dialogue
- Measure effectiveness and efficiency
- Encourage participation and collaboration.

Based in Brussels, the communication agency Page in extremis can help you set up a Brand Management System that will allow your communication team to maintain a high level of brand engagement within all your staff.

Page in extremis has over 21 years experience in guiding organisations on the road to define and articulate their uniqueness. The multidisciplinary communication agency team translates your organisation core idea into brilliant and adequate visual systems.

Page in extremis builds brands and strengthens the reputation of leading Organisations, European Associations and Corporations.

Source: http://www.inextremisbranding.be