Richard Mosley - Look After Your Brand As If It Were Your Client's

Richard Mosley - Look After Your Brand As If It Were Your Client's

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Richard Mosley has been a leading figure in brand strategy for more than twenty years. Following a transition into internal brand communication and brand engagement as MD of Added Value International Communications (AVICOM), he is now MD of People in Business (PiB). Put the quality of experience Richard has in brand strategy together with his experience in internal brand management and youve got a powerhouse of knowledge that has been proving to company after company the importance of looking after their own brand as well as they do their clients.

According to a piece published by the Economist recently, private equity companies are clinging onto denial when it comes to their sinking portfolios, driving the statistics further and further away from their favour. With stock value falling by 25% plus leverage costs that PE firms need, their business value may have fallen by over 50% in just nine months. Funny thing is, if these firms are telling a story of being fine, then why are PE firms looking to hire experienced senior managers and leaders for their failing portfolios? Because experience is lacking, especially in terms of how to carry their brand securely through tough times, internally and externally.

Through his expertise in the field of brand management extended into internal brand management, Richard Mosleys thought leadership is bettering employer brands to benefit business. This is key to get business booming. Ultimately, businesses that look after their own culture and values look after their business performance and profits. Every business wants better performance power and financial gain, and with the right kind of internal brand management, the results are very different to the denial and desperation the private equity companies are experiencing.

Everyone has an employer brand. Some companies are aware of it, others arent. The key qualities of a company are the foundations of an employer brand the economic, functional and psychological strengths of a company are not just in the services they offer clients. They lie within the company itself.

PepsiCo, Procter and Gamble, Microsoft, Nokia-Siemens these are all companies that use active internal branding strategies by developing the who, what and why that propels their own brand as a company, not just in their products.

At the end of the day, a company can either carry on as usual with no effort put towards developing their own aspirations, parameters and identity or start harnessing some pretty impressive results from what makes their company bigger, better and more brilliant.

Whichever path a company decides to take will have a big effect on the future success of the business. Looking at, developing and creating brilliant internal brand awareness throughout a company will be the deciding factor in whether or not a company will make it in the long run.

But how can a business strive to have employee awareness of their brand, and the motivation to carry that brand and be proud ambassadors of it at the same time? Happy employees mean a happy company, but whilst this sounds so simple, why is it that so many companies just cant hit the mark, or have no idea that their own brand is key to their financial and performance success?

For starters, companies really need to put their brand on the same level as their clients brands in the importance stakes. Powerful brands are not just about what customers want. In Mosleys book The Employer Brand: Bringing the best of brand management to people at work he identifies the true genius behind a successful brand as being built on careful insight into the human condition. Now, if companies can do that for their customers, why cant they do it for their own companys needs? It makes sense a company anticipates the needs of customers in their brand strategy and scores in that brands success and power. The same goes for the companys own success. A business that anticipates the needs of its own will also score in brand power and success of the company.

If that is not clear enough for you, a Sears study showed that just a 4% increase in employee satisfaction translated to a $200-million revenue increase. Not bad for 4%.

Basically put, a strong employer brand teamed with a stronger attraction and a good amount of employee engagement will bring a company increased financial power and results at the end of the day. No expensive training seminars. No overpriced workshops. Whilst there is no doubt that these can help a business, companies just cannot afford to ignore the possible gains from pumping their brand identity through their staff.

Mosley sees employees in the same way as customers a valued employee is free to make their own decisions, and when committed and loyal employees are being taken for granted, they rarely choose the way the company wants them to choose, leading the company to lose out because they didnt have the foresight to put effort into making the company brand as decent and invincible as their clients brand.

Richard Mosley is a thought leader in a practice which is drawing immense success for businesses worldwide. And even though there is a tendency for management tactics to go through fads, building a strong internal brand looks like it is going to stick around for a long time. Employers are building bridges between internal communications, HR and marketing to a greater level every day, leaving a big space of opportunity for internal brand development to get a business thriving on optimum potential.

About the Author:
Shoulders of Giants is an online business resource featuring top thought leaders and giants in their respective fields like Richard Mosley, an employer brand guru and author of "The Employer Brand: Bringing the best of brand management to people at work" featured in the communication topic.



Article Originally Published On: http://www.articlesnatch.com


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