Branding Archives

Marketing with purpose: Building trusted brand experiences

Enjoy this free Webinar Express series from CIM Our industry uses language when we speak about advertising to customers like targeting, reaching, influencing, and converting. Yet, as people, we would rather feel understood, heard, included, and welcomed. Marketing with purpose is a strategy that should be a part of how you evolve your business and customer engagement. It creates a more authentic and genuine brand that increases trust, love and loyalty.

Turn up the volume: Amplify culture and make a difference

Jacobs is a global company with 55,000 employees in over 40 countries delivering solutions to create a more connected, sustainable world. It has transformed itself from a traditional engineering and design business into a high-value technology solutions business with deep capability in energy, intelligence, infrastructure, cybersecurity and space exploration. A vibrant brand and culture are playing an essential role in the transition putting marketing and communications front and centre of the journey to higher growth sectors. Nigel’s Presentation will cover: • The challenges of integrating new organisational acquisitions in a virtual world • Jacob’s workplace values and culture and how the culture is being amplified • The importance of inclusion and diversity, and the difference between the two • How the marketing and communications teams introduced a new corporate brand positioning to signal the move to solutions and empower employees to tell their story

The session is suitable for anyone in a marketing, communications or business role who wants to learn about how brand, value and culture can help businesses pivot to new services and markets.

Enhance brand performance by recognising and rewarding your talent

Motivate and sustain engagement by encouraging a culture that recognises high performing employees and rewards those behaviours that bring the values and culture of the organisation to life. We look at how to create a recognition and rewards programme that inspires employees to realise the organisation’s mission and reinforce strategic objectives. Celebrated employees place the organisation in the public’s consciousness as a great place to work and do business with.

Create a thriving culture of employee engagement

Engaged employees are more likely to find a sense of belonging in an organisation where they are inspired to fulfil their full potential. High levels of employee engagement are linked with increased operational efficiency, lower wastage and reduced loss from theft and errors. The reality of employees actually ‘living the brand’ is dependent upon a strong commitment from the employee to the organisation that they feel is reciprocated. Engaged employees display team spirit contributing to a sense of purpose and identity in the marketplace by bringing the brand proposition to life.

Realise the power of your brand’s Values

A brand’s values represent what it stands for and what it believes in; they are the guidelines that form its moral compass. Values provide direction on how to behave in any given situation; they dictate the behaviour of the brand and influence decisions. The values you choose can be applied to everything, including the product experience, choice of staff, and how you react in a crisis. Values should be clear, authentic and resonate with everyone inside the organisation. They need to be clearly understood by employees, adopted by them and consistently acted upon. The brand’s values should help the organisation achieve its vision and not restrict it. Strong brands are respected for their values and are defined by them.

Points are good because they stick into things

Join CIM for another great webinar in the Graduate Gateway Marketing Club on Thursday 25 February 2021. Every brand needs a point, a sharp definition of its purpose that will stick in people’s minds. It stands to reason that a brand-aligned behind a shared point will have a better chance of success than one that isn’t. However, can be can fiendishly hard to do!