Case Study: Internal Communication
Culture Books
To establish, communicate and grow a strong brand presence, you must start on the inside. Your employees are the face and voice of your company, so they should be your strongest advocates – the “evangelists” for your brand. This can only be accomplished by launching any major efforts internally, directed specifically at your employees, so that they can “buy in” to the program with a sense of ownership and a feeling of respect from above. This helps avoid the disconnects that can take place when employees are given inadequate (or no) instructions and then pass that confusion on to the customer.
One of the best ways to introduce a brand internally is the culture book. Ideally, it outlines not only the visual aspects of a new (or updated) identity, but also the philosophical standards that the brand stands for. It can be short and sweet, or comprehensive and corporate.
Below are some clients who’ve embraced the charge to bring – and maintain – a culture of open, positive internal communication, including culture books that Third Degree has developed for them to accomplish this important goal.
Third Degree
Third Degree was actually the first recipient of a comprehensive culture book (which has been a key factor in our success in demonstrating their effectiveness to clients). As professional communicators, it’s even more important for us to understand and develop systems and activities to foster a sense of consistent, honest, positive communication within our daily culture.
We developed our culture book to share our story with our current team members, and it’s something every new employee is given to give them a great understanding of the Third Degree culture from day one. It’s a great motivator, filled with color and humor and it reflects the creative nature of every element of the Third Degree experience.
Jackson County Memorial Hospital
Third Degree worked closely with JCMH in Altus, Oklahoma to develop their new brand platform. The creative direction hinged upon the dedication and ownership of the hospital’s employees, including a comprehensive photo shoot of a multitude of hospital staff, so internal buzz was already building as the materials were progressing.
The new brand – “This is my hospital.” – was launched with an open house event to which staff, patients and community members were invited. Their culture book exists in the form of an Employee Guide, and they’ve been able to use their revitalized website (complete with a regularly-updated nurse’s blog) and have established presence on Facebook and Twitter to promote their culture both internally and to the community of Jackson County.
Cosmetic Surgery Affiliates
Cosmetic Surgery Affiliates, led by founder Dr. Erik Nuveen, wanted to tell their story. Previously they had relied on word-of-mouth and their incredible patient loyalty to build a reputation for excellence in Oklahoma and beyond, but they were ready to share a more cohesive and compelling offering not only as a way to gain prospective patients, but to solidify their brand promise with their current patients and staff.
Our internal materials included gallery-mounted brand signage in the clinic, window clings on the exterior, a brand video that will play on screens in waiting areas, a phone pad which could be used for talking points and to record patient info, and last but not least an employee culture book.
The culture book was handed out to employees at the brand unveiling. It talks about everything from how to talk to patients online, on the phone or in person – to how to spread an attitude of excitement in the workplace.
Belvoir Federal Credit Union
Belvoir Federal Credit Union was organized in 1946 to serve the military base in Fort Belvoir, Virginia. Since then, the Credit Union has expanded to serve a broader market in the Greater Washington DC area. With that expansion came the need to proactively compete and more aggressively position the Credit Union in a crowded marketplace.
To better position the Credit Union, Third Degree developed a design using warm, bright colors and photos to express the friendly personality of the organization. A modern, elevated look and feel, through graphics, layout and typography, was created to convey their competence. The messaging throughout all components conveyed how Belvoir’s service and delivery is people-first.
To ensure wholesale execution and make certain that the member experience matched the brand message, an internal campaign was launched to all credit union employees including a culture book. This outlined Belvoir’s new look as well as reaffirmed their ongoing commitment to personal service and financial stability.
