Thanks to executive search firm Heyman Associates, specialists in communications and public affairs, for this video from their Positioning newsletter.
Jeep Bryant, EVP for Marketing and Corporate Affairs at BNY Mellon, discusses in the video how the bank engaged with employees to refresh its brand and create brand ambassadors.
Partner With Your Employees
This wasn’t a “feel good” exercise. As Bryant explains, the bank rolled out their branding program to include employees around the world in the process. This involved these key steps:
- Make it a partnership between senior leaders and employees.
- Make it real and show how what employees do every day connects to the brand.
- Define the output of the partnership so that everyone has a voice in the brand.
- Make the brand new and innovative and celebrate with employees to launch the brand. Recognize and reward employees.
Engaging employees to define the bank’s brand automatically made them brand ambassadors. They understand how what they do connects to the brand. Bryant explains more in this video.