The best way to facilitate internal branding

Fortunately, many organizations have come to the realization that their employees play a vital role in delivering their brand promise and that ultimately, the employees themselves define the organization. Consequently, when you wish to optimize your brand promise or position, a good deal of introspection seems all the more important: Does the organization itself live up to its promise? Do employees identify themselves with the organization, and how do they see its future? To answer these questions, MetrixLab and BR-ND Positioneringsgroep (specialists in brand & portfolio strategy) developed the Online Identity Monitor (OIM©).

Outline

OIM© is specifically designed to support accomplishing internal branding activities, positioning accentuation and increasing acceptance and support from within. In many ways, OIM© operates as an internal mirror, by revealing opinions and experiences with regard to identification, orientation and expectations. OIM© facilitates internal branding attempts and enables you to actively increase the connection employees feel with brand and organization. In addition, OIM© lets the unique qualities and authenticity of your company surface, with promises that can be substantiated. MetrixLab's OIM© even gives you excellent grounds on which to build your external communication activities. With OIM©, we evaluate your company's identity so that every single employee feels engaged. As such, it offers you the opportunity to lay the foundation for cooperation and improvement.

Methodology and setup

OIM© can be described as an innovative research method with a clear structure. With OIM©, we measure various aspects for the realization of a clear-cut and stronger brand: personal motivation, skills and competences, organizational structure, the use of symbols and brand values. By means of advanced online techniques, such as card tests and moodboards, OIM© engages your employees in an interactive and motivating research study. Moreover, OIM© offers an outstanding opportunity for use in mergers and acquisitions, through research consisting of five measurements directly aimed at the determination of the best moments for communication.
The structure of OIM© consists of three stages:

Orientation
In this part of the research, it becomes clear who your employees are, what their personal values are and what values they attach to your company.

Identification
This part is concerned with questions about the way employees identify themselves with your company, its strategy and its communication.

Inspiration
This part shows the aspects of your company that make employees proud, how they think the organization could improve and which brands can serve as a great example for your company.

Your benefits

OIM© gives you a good look into the heart of your organization, enabling you to improve your brand from within. MetrixLab offers you

• the solution for internal branding by providing you with the information you need to improve the relations between your organization and your employees.
• helpful insights for external branding by answering questions like what is unique about your organization and which values can serve for positioning and communication strategies.
• the evaluation of your corporate identity to serve as a basis for cooperation and improvement in and between all layers of the organization.

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