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Transform Awards 2011 - best internal communication of a rebrand |
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Friday, 08 April 2011 08:50 |
Best internal communication of a rebrand
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Gold
Hermes |
=Silver
Allianz Insurance
=Silver
BDO
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Bronze
KC |
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Having changed its business structure, investment managing company Hermes knew it was in need of a new brand. In defining a brand that would reflect the new structure, Hermes ensured that people across the business were able to contribute to realising the new brand strategy.
Hermes believes that engaging internal audiences in developing the new brand strategy was the key to helping its people to understand the new business strategy and translate it into their own personal behaviour.
Workshops and smaller working parties were held to shape the new brand proposition. Having defined the Hermes ‘philosophy’, the next step was to make sure it was applied across the business.
This was done by running sessions with everyone, including the clientfacing investment teams, and central services teams, in which employees identified existing examples of the brand in action and new ways to bring it to life.
Hermes provided newsletters and displays within the office environment in order to showcase the ideas that were generated from the workshops.
The end result was a brand for which people could feel a great sense of ownership –fostered by a genuine understanding of the values. |
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