How to Measure Employee Brand Engagement

A traditional measure of employee brand engagement is a net promoter score taken from a quantitative survey where you ask employees how likely they would be to recommend the brand to others.

However, there’s another way that can help guide employee brand engagement efforts to actually create more brand champions to drive the business forward. This approach measures employees’ brand knowledge with specific questions about the brand, such as knowing what it stands for, and how committed they are to the brand and what it stands for.

With this methodology from, employees fall into four categories.

• Brand champions: High knowledge + high commitment
• Apprentices: Low knowledge + high commitment
• Skeptics: High knowledge + low commitment
• Disengaged: Low knowledge + low commitment

Apprentices are the low-hanging fruit for conversion to brand champions. Identifying where those apprentices are by geography or line of business, for example, can help target more learning activities to bolster their knowledge. Increasing opportunities for learning also impacts the knowledge measure for the disengaged.

Increasing commitment is a harder metric to move because lack of brand commitment can be caused by many things. But for a corporate brand, making more employees aware of pride-evoking reasons can help. 

Without engaged, knowledgeable and committed employee brand champions, even the best strategy alone can’t drive the business. This measurement approach can you help you tailor and target your brand engagement and enablement efforts to foster more.

You must arm your employees with the knowledge and resources they need to be effective brand ambassadors. They must know what your organization stands for and what makes it different from others in the marketplace; (they must) understand your brand promise and be able to explain the most important elements of your brand identity…

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The islamic religious authorities have found the radical solution to prevent people from urinating in publicplaces ...they write messages in Arab languge which is the language of the Quran to stop people from pissing ,what we read written in red arab letters " HERE IT'S FORBIDDEN TO URINATE” and it works !

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Do you know why Sweden is ranked as one of the best countries in the world? 

Like a Swede is the story of how a collaboration between the employers' and employees' organisations can affect an entire community, and explains how anyone in Sweden may have the same benefits as only the very richest in other countries.

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What Is Branding?

What is branding? You could spent a thousand years reading a million books on the subject. Or you could watch the two-minute video below, which tries to capture its fundamental essence—with snazzy little motion graphics to help you along.

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Powerful Positioning Models

TNT rebrands.

TNT Express is a division of TNT. The TNT Express company was formed when the TNT Group separated in 2011, creating two separate companies Post NL and TNT Express.

TNT Express kept the TNT name as part of the deal and TNT Post, (a Post NL company) agreed to rebrand by the end of 2014.

Design Bridge has rebranded delivery company TNT, positioning it as The People Network and creating a circular device which represents “perpetual motion”.

Design Bridge says it was asked to define a new strapline that would convey TNT’s new strategy and culture, and to design a new logo and brand expressions, which would “reflect TNT’s vision”.

A new strapline, “The People Network”, reflects the company’s aim to connect people and businesses in a “truly personal, rather than purely professional manner”, according to Design Bridge.

The consultancy hopes the new strapline will help “galvanise the ‘challenger’ spirit of those working internally at TNT”, as well as TNT customers.

TNT chief executive Tex Gunning, says: “Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network.”

The new identity is held within a cropped circle device giving the impression of being part of a journey and of “perpetual motion moving through the world” says Design Bridge.

TNT Post rebranded  earlier this month in a project led by Sutcliffe Reynolds Fitzgerald.

Postal service TNT Post rebrands as Whistl

The TNT Group separated in 2011creating two separate companies, Post NL – Whistl’s (TNT Post’s) parent company – and TNT Express. The deal meant TNT Express retained the TNT brand name and TNT Post agreed to rebrand by the end of 2014.

Sutcliffe Reynolds Fitzgerald managing and creative director John Sutcliffe says the consultancy has worked with TNT for 25 years and won the work on the strength of this.

Sutcliffe says that Whistl wanted its new brand to be “much more human, friendly and consumer facing”.

Whistl is already rolling out an expansion plan increasing its “end-to-end” delivery service, which it says means more postman on the streets making domestic deliveries as the company shifts its focus from a pure business-to-business service. 

Whistl hopes to increase staff levels from 3,000 now to 20,000 by 2019.

“That’s why Whistl needed to be softer and more approachable”, says Sutcliffe – “There are postmen walking up people’s drives.”

Senior designer Simon Grigg says that the name Whistl is musical and evokes “a posty’s whistle”.  The identity is based on the Tondo typeface and the typeface for headlines is a version of Gotham Rounded, which Grigg says works well for screen and print.

Sutcliffe says that the orange brand colour is being kept from the TNT Post brand as Whistl “wanted to keep something from the past” and because “orange fits – it’s bright, warm and human”.

Other brand and campaign elements include a 1.8m whistle built by a prop maker at Pinewood studios for Whistl ads, and the commissioning of David Morris, “the world’s top whistler”, Sutcliffe says.