INNOVATION IMPOSSIBLE WITHOUT INTERNAL BRANDING

With innovation as a core value for most organizations, it is important to note that a business cannot really innovate if it pays little or no attention to internal branding. Innovation can easily be defined as developing simpler ways to create value, it should also be directly expressed through a brand experience. A lot of people believe innovation is simply the application of new technology to achieve a business objective, this is grossly untrue as it is more broadly about developing new ideas to meet existing or unforeseen needs in a more efficient and valuable way.

This article seeks to create a direct relationship between innovation and internal branding as a practice. Our understanding is that when internal branding is done right, it creates the appropriate environment for innovation to occur effortlessly and organically. A company’s employees can either make or mar the effectiveness of a brand or business. It is therefore imperative that internal branding plays a vital role in the implementation of an organisation’s business strategy.

Corroborating this view, Maclaverty et al emphasizes that an organization’s powerful channel of delivering on a brand experience, is the intermediation of its employees. According to them “ internal branding in recent times has seen a growing number of organizations which now view the marketer’s job inside the work premises, to be just as important as the external through a set of strategic processes that align and empower employees to deliver the appropriate customer experience, in a consistent fashion”. Successful brands like Starbucks, Zappos and IBM, have long realized that a brand message targeted at the consumer without taking into consideration, the comprehension of such a message by the average employee is no longer sustainable, no matter how emotional this message might be.

 A valid question can be asked” Why is internal branding even important?” It is important because we as humans live in a continuously evolving world of work, where more would be required from what is contained in our job description. Where there is a disconnect between the goals of the organization and that of the employee, there would always be problems in the organisation. The simple truth is that people want to work in places where what they do, resonates with what they believe in. If innovation is at the forefront of an organization’s positioning strategy, beliefs and culture, then that message should be clearly communicated to the employees and ingrained in them. If innovation is to be a culture, it should not be seen as the job function of a particular unit in the organization or as a buzz word framed among a few others in the reception; it should be seen as the responsibility and character of every member of staff.

A case in point, Virgin Atlantic capitalizes on effective internal branding, to encourage a culture that is innovation driven, thus making them a leader in innovation, amongst the airlines around the world. They achieve this by encouraging every member of staff to develop ideas, letting them know that their ideas are crucial to the business, and employee feedback is also taken into consideration when making critical decisions in the organization. This practice helps the employee see the success of the organization as his/her success and not just a place where he resumes every day to get a pay cheque

When internal branding is done right, it builds employee loyalty and commitment, it makes it easy to attract and retain talent and ensures a consistent firm-wide experience which in turn means that you do not have to spend as much on advertising. When employees can relate with the passion and story of a firm, they inadvertently become ambassadors by living the brand wherever they go, this is a much potent form of communication. The advantages of internal branding have a direct customer benefit as satisfied employees would also go the extra mile in making the customers happy.

Sadly, many Nigerian organizations have not embraced the idea of internal branding, as their primary concern is building their external brand and portray a certain image to their investors and stakeholders alike.

 A simple survey done on Nigerian organizations across various sectors recalled that the employees could hardly remember the values of their organizations. Upon further questions, most employees confessed that they only took up theirs employment because of the remuneration and job satisfaction was the least of their expectations. This isn’t surprising at all, especially as most organizations only create core values as templates, have no proper appraisal / hiring strategies which link the personality of the brand to the personalities of employees and most importantly do not create an environment where the employees see themselves as co-custodians of the brand and business. What most organizations forget is that this external “image” can be easily destroyed if the internal brand is not adequately aligned. There really isn’t any logic in promoting a perfect image in the media when you know that the internal experience is terrible. This will only irritate the customer and create a fraudulent perception for the brand.

Let us take British Airways for example, the brand leverages on the power of a holistic employee engagement approach, to achieve high performing standards. Every employee in British Airways is seen as a brand manager and a core embodiment of the brand. Also, Southwest Airlines encourages good friendships in the workplace, so much so that the boundaries between work and life are broken. By doing so, the employees think of the organization as an extension of their own families, and like any family, would protect the interests of the organization.

Another saddening reality among most Nigerian organizations is how employers adopt the “them and us” approach, where the employees should be seen but not heard. Employees are usually kept in the dark about the company’s business strategy and direction and then line managers are relied on to filter this information to their respective teams as they deem fit. The problem with this approach is that as these messages are filtered down the ladder, they lose the original essence and in most cases are altered to mean something entirely different, this then creates conflicting impressions for the external audience.

We believe that internal branding is an untapped consumer touch point for many organizations. Significant potentials lie within this “purple hole” to improve employees’ favourable disposition towards the organization’s brand, maximize performance in the workplace, and increase productivity in a sustainable manner. Internal branding which is a whole lot less expensive than external branding could serve as a major point of differentiation for Nigerian organizations, it should also be the starting point or any organization willing to innovate in these curious times.

This article was published on http://brandcom.ng/index.php/2017/01/24/innovation-impossible-without-proper-internal-branding/

THE ICICLE 2

Every day birthed a new journey for us, because we always looked forward to what form of joy we would experience, even in the most insignificant things.  We both loved old school songs, and often sang them in patched voices, but we sang, regardless.  Bliss was experienced in the little; you’d drop by with a bottle of my favourite Ribena, just because I was a damn sweet tooth. Sometimes, it was just a home made smoothie, packaged in an empty Eva water bottle, just because I loved it natural. We would snuggle up in your car parked in front of my house, feasting on piping hot Suya and slamming on anything worth talking about.  We would share our fears, our dreams, goals and our future. Happily, your native land wasn’t far from mine, so we shared a lot of interests .  You’d call by 11.pm, and save for the ceaseless rhythms from your heavy breathing, say nothing. But I could hear your unspoken message of love, crystal clear. You always knew what ticked me without asking. One minute, we were dancing to some random number in your crib, the next, we were lazying at the beach, basking under the sun and kissing passionately, every five minutes. I met your folks and siblings and I was treated like royalty, all doting on me like an overpriced possession. I prayed no further, we had finally found each other. 

THE ICICLE

Seems like yesterday, when we first met. I remember how in the midst of drilling our bodies out in exercise, you bluntly asked where I lived. I starred you right in the face , wondering where and and how you acquired such effrontery.  You came right through me, amidst your sweaty and sweet smelling body (no paradox). I dismissed you immediately, but in my heart, you had formed a lasting impression. Unfortunately, after our first meet, you vanished, never to return to Leilas.  I looked out for you day after day, but you never came. At that juncture, I was rest assured that the gods of “ starcross” had decided our fate. But in my still moments, your image always resurfaced.  Against all odds, we met again, and it felt anew. This time, you asked for my digits and I punched into your phone, almost immediately. I had been dying to see you after our first meet, and from your facial expressions, I gathered that you were elated as well. It was a tad weird, but wedding bells were ringing in my head. At that moment, all I wanted to do was to get off my sweats and flirt provocatively in a pretty dress, all for you. You wanted the same too. We reconnected. It got magical………(to be continued)

DEAR BRIDE

Congratulations on your upcoming wedding. When you first told me, I was elated, like it was my very own big day. I pray for you dearest, that your life thereafter, would be as smooth sailing as you desire.
I felt shattered, when you told me that to be on your bridal train, it would cost me N40, 000. I mean,my Salary is just N50,000. Same money I would use to feed, pay my bills and give my parents stipends to support them. If I use all that for a dress of a day's event, how do I breathe, literally?
 Alternatively, I was told to buy a less expensive Asoebi of N30,000. I would hurt, regardless. How do I please you on your special day, and live, still? I tried explaining my predicament to you the best way I could, but you subtly put me in my place. I tried chatting you afterwards, but I realised you blocked my number from Whatsapp, deleted me from Blackberry Messenger, and stopped taking my calls. Do you know I got broken afterwards? We have been there for each other, through thick and thin. We don't need expensive apparels to define our friendship. How do I tell you I miss you, when I can't reach you? Our laughter, our cheer, our words of encouragement to each other? Now our bond has been broken. Over what, an apparel? Really?
I hope to see you smile, as you walk down the aisle, with your beau. I want to be there to hold you, when you accidentally trip from those high  stilettos, as you usually do, lol. I want to be there to wish you well, physically. Don't wanna be a bridesmaid or in your committee of friends. I want to be your friend.

I bleed easily,


Me.

WHEN PERSISTENCE MET RESISITANCE

So I was going to work, the other day. One of the beauties of the public transportation system in Nigeria, as against driving on your own, is that you always have a new experience. Could be the stranger beside you, or the driver of the bus, or the bus conductor, you just never know what to expect. So I boarded the bus from Leventis (Maryland) to Opebi Allen, to work. Normally, it would cost about a hundred naira to get me to work, but I assumed the bus conductor would charge fifty naira, since my stop was only half the journey to Allen. Typically, I get away with paying fifty naira with the "puppy look" (y'all know that look that makes you surrender to the pleadings of the other party sha, lol). But this time, I no know say na mad people I dey deal with. Halfway into the journey, when I was requested to pay my fare, I gave the conductor fifty naira o, and I insisted that it was the only amount from me (big lie from the pit of hell). Omo, the guy threw the money at me o, and actually said I was mad, because at my pick up point, he actually said the right fare amount, but as typical naija sharp babe, I turn deaf o. The bus conductor and the driver kept ranting, but I turned deaf areas. No way was I going to part with an extra fifty naira, it made no sense to me.Already, tension was brewing in the bus. The other passengers on the bus kept pressing me to budge, but lai lai, I no gree o. I kept pressing on, hell bent on sticking to my guns. We got to my stop, and I made moves to come down, again handing him the money. He said I wasn't serious, and pushed me back to the bus. To be honest, I was tempted to give him the money at the stop, but the moment he bypassed it, I kept the extra fifty naira in my pocket. I wasn't looking at the time at the time anymore, but at that time, I cared less if I was late or not. I mean, these guys just woke up the dragon in me. Na so these yeye pple carry me, pass junction, pass salvation, dem come pity me, drop me for Chicken Republic, by the link road (you can imagine the distance from my original stop). Na so I jump out o, amidst cries of " where is your money, dis lady come back pay your money". I jumped down and didn't look back. To these guys, they were successful in ruining my day, but in reality, they got served. Dem no know say na cele dem carry for bus. Na so I waka o, from Opebi link road, to my office in COSON (about 20 mins from where I was stopped). I fumed all through, because I didn't plan the journey, and didn't want to go to work all sweaty. But inwards, I was happy I didn't budge. Not only did I get a little cardio, I ended up paying nothing.(sharp girl, lol). OK, so not the best of illustrations to buttress my core idea and my headline, but point is not to give up, in any given situation, especially when it's a sales call. Your persistence should match your client's resistance, because boy!, they will resist. Have that at the back of your mind and push, and push, till they budge, and trust me, you will be better off for it. That,s how successful sales execs, business men and entrepreneurs are made. Nuff said. Bye

YEAR OLDER, YEAR WISER

Hello world, been a minute. So I was a year older recently. Typically, birthdays are reflection points and that one day that we take stock and re-evaluate our selves, you know, adding new goals, replacing old habits and take over the world......for one day. I didn't do any of that. For me, re-evaluation is a daily core. But I came up with something different, and God willing, I think I am going to stick to this plot. I  am going to be more appreciative of people's assistance to me, appreciate people that truly care, and purge out people that don't. At first I thought it was selfish, reciprocating affection and gratitude, but  don't they say that  you close up your inner circle as you grow older? On a brighter note, I think It would be a positive. It means I'll love harder., be more selfless and put in a lot of work, to be good to the ones that stick their necks out, because sometimes in the bid to please people that don't really care, we fail to appreciate the ones that are worth the hassle. Don't get me wrong, I try to be selfless, the best way I can, but I am a bloody realist (excuse my French), and times and experience have taught me that some people would never appreciate you, even if you took a grenade for them. So here's to living, for me.xxxxxxxxx

CHOOSING YOUR CAREER PATH

Ask a young,recent Nigerian graduate what his next plans are, and his typical response would be “I want a job”, expecting that you wouldn’t fault his reply. It is for this singular reason, that the Nigerian employment market has an influx of frustrated charlatans, that take up job opportunities, without due consideration. In most cases, they become “square pegs in round holes”, because they do not fit into their designated roles. As a result, a typical Nigerian worker is disgruntled and dissatisfied with work. Sadly, there is no end in sight to this trend.

There is a way out, and this is where choosing the right career path comes in. Innate in every individual, are unique skills and abilities that are God-given. Most times, such skills are left untapped and leave us no option, but to settle with the available. There are two ways to choosing your career path:
Choosing a vocation you are passionate about.

Finding purpose and joy in a vocation you are not passionate about.

For the purpose of this article, emphasis would be laid on choosing a vocation you are passionate about. The following tips would be helpful in that regard:

Find your flair: Finding your flair is one of the challenging parts of choosing your career path. Most people feel that they do not have a unique skillset, but the truth is that everyone does. Talking in itself is a skillset, hence the need for a career in journalism. Google, take ability tests read and discover what you love doing the most, no matter how insignificant it is. Career advisors and councellors usually administer tests, to place people in their right paths. Take charge and pay a visit to them, to tow the right line.

 Develop your flair: For example, your innate skills can be baking, sewing, cooking, teaching or running. Developing such skills at the inception, would propel you for greatness in the future. You might not develop an immediate career from it, but you can nurture and make it grow, till it develops into a career.

Start Small- We all expect to earn millions at the first attempt of our career, but there are immense joys in humble beginnings. Have a mindset that things will not go smoothly, in the beginning, but great oaks grow from little acorns. Have a goal plan, so that when you start small, the end result is finishing big.

Stick to your career path: There is that fear that not everyone will agree with your career decision. Your flair, to an outsider may seem a waste, and people you know and love, might question your motives. However, this should not derail you. You have to beat the odds, for one major reason: you love what you do. Do not let anyone put you down or discourage you from choosing your career path, because with time, it would become clearer. Develop a thick skin and be hell bent on pursuing your flair, and become so great at what you do, that you prove your antagonists wrong.

Seek Mentorship: Take advice from people that have excelled in your chosen area. It might be people you know, it might be people you don’t. if there are painters, cooks, artistes, teachers or any profession of your choice, seek them, either face to face of any form of connecting medium and connect with them. Ask them how they overcame adversity and became successful and follow their cue.

By learning how to research options, realise your strengths, develop your skills and making a needed change, you can discover the right career path for you,regardless  of the fact that you’re just leaving school, finding opportunities limited in your current position or, like many in this harsh economy, facing unemployment.