Brand Imprinting®

Process

How it is applied.

Five steps that organize an organization’s work with its people.

  1. Diagnosis

    Measurement of the Brand Imprinting Index across the whole organization (a census, not a sample), complemented by qualitative conversations. It identifies gaps by dimension and by area.

  2. Brand narrative

    Built with the top leadership layer, using business strategy, marketing strategy and positioning as a framework. It answers the five questions in an inspiring and truthful narrative.

  3. Activation

    The narrative organizes all internal communication, in form and substance: campaigns, leadership, onboarding, recognition and the employee experience from attraction to exit.

  4. Leadership

    Leaders are the link between the team’s work and purpose. They align first and communicate afterwards.

  5. New measurement

    Measure again after 12–24 months to see how things have evolved and adjust.

Who takes part

General management, people/HR, marketing and communications. Tactical implementation can involve many disciplines depending on the organization.

What we hope to achieve

  • Talent retention
  • Greater value from each contribution
  • Teamwork
  • Internal development
  • Strategic alignment
  • Brand consistency for internal and external customers
  • A better employer image

The first step is knowing where you stand.

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