Brand identification. Particularly in times of digitalisation and social media, the barriers between business and private life hardly exist anymore.

Main Reaction - The TFL Blog | July 2019

How far will employees go?

Identification with the company is a very important motivation factor for employees. Also identifying with its purposes, brand and brand values the organisation stands for. Employees need to feel that they’re part of something big and meaningful in order to stay motivated and perform above average.

Successful brands with a high commercial value work very actively and successfully towards this goal and spend high amounts of money for internal communication and to build up a strong corporate culture. Probably one of the most successful examples is Nike and their Ekins:

*Ekins are official company storytellers employed to evangelise about the Nike brand and its sports technology. Before being unleashed on the world, each “Ekin” (“Nike” spelled backwards) is required to undergo an almost military-like training and almost unbelievably, as a further sign of their devotion to the brand, each Ekin is invited to have the Nike ‘swoosh’ tattooed on their ankle. A very strong brand commitment though. Probably a little exaggerated for some of us, but driver of a super strong community around this famous brand.

"The multiplication effect of employees speaking up for your brand in the market should not be underestimated, even in the B2B sector."

So how far would you go for maximum brand identification among your employees? We have started with self-made branded earrings and let's see how far we come. Employees who strongly identify themselves with the company are not only more motivated and performing better, but they are also successful brand ambassadors. The multiplication effect of employees speaking up for your brand in the market should not be underestimated, even in the B2B sector. Particularly in times of digitalisation and social media, the barriers between business and private life hardly exist anymore and employees recommending their employer and its product/services are also an important asset of a brand.

*Copyright: Blog of Polle de Maagt

Claudia, Switzerland

Marketing communication expert at TFL
#fcbasel #dancing #sorryiamnotatechnicalperson
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