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I know about employee branding ? in theory anyway. That is how employees engage with the brand.

I was considering my own business and realised that although I know what business we are in, we have been recruiting and bringing people on board at a rapid rate and I wondered about their perceptions: how they were describing RedBalloon to their family, friends and people that they meet?

So this week in the team meeting, apart from doing some “speed networking”, I got the team (40 people) into pairs ? to share back and forth answering the question: what does RedBalloon do? Then it was really interesting to have the person A describe what person B had said to the whole group.

I know what business we are in, I know to describe what we do in a way that is all about the customer. But what the team came back with was inconsistent and not very interesting. There were a few gems in the group.

This is about verbal branding; how we talk about the business is just as important. It is up to us to make sure that we give people something worth saying.

We cannot influence what they say, in the sense that if they do not like the organisation or people that they work with they’re hardly going to say something inspiring.

They’re more likely to say positive things the higher they are in the organisation, according to a survey of 3000 people done late last year.

The resulting report, ‘There are no limits? what keeps employees engaged with their workplace’, found that senior people are more likely to think they work for a great company, while almost one in three at general staff level did not believe that the company they work for is great.

That is a lot of people not saying good things about a business …

As published in SmartCompany
My blogs appear on a Friday.

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  • In the 90s I left my cushy job at Apple.

I’d be a squillionaire if I still had my stock options.

I don’t regret it. Here's why:

After 10 years of corporate, I wanted to ‘do my own thing’. I started with freelance marketing.

My strategy? Hard work and build strong brands.

It seemed to work - new clients came from referrals.

But after 18 months, I came to a realisation:

All my clients wanted was “more customers”, not complex branding plans.

SO I thought I’d build a brand of my own. Something to get them “more customers”. RedBalloon was born. The purpose? Give people amazing experiences.

16 years on, RB has delivered 3.8 million customers to 2000 small businesses.

Now, when I give talks, I always get the same question: “How did you build such a strong brand?” Funny how it comes full circle.

I can’t answer that with a time limit.

Though I think I found a way - an online course. “How to Build your Business Brand” - years of experience in one place (link in bio if interested). But, that’s not the point of this post.

If I stayed with Apple I’d be unbelievably wealthy.

Quitting was still the best thing I’ve ever done.

So if you want to take a leap of faith, do it.

All I ask you is this:

Trust yourself and never underestimate the power of brand.


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