Taking corporate branding to a new level

WITH CORPORATE branding
playing a crucial role in ensuring that
companies compete successfully
in the marketplace, supply chain
management major Safcor Panalpina
has introduced a unique system into
its organisation known as the Brand
Council.
It comprises employees from
different regions and departments,
involving everyone from senior
management to general workers, who
take on the role of ‘brand advocates’.
Their aim is to act as role models
for the employees and to instil in
others a sense of brand attachment.
“They are brand custodians and act
as change champions for the good
of the brand. They are also conduits
between management and staff,”
says marketing manager Tseko
Shibambu.
“We want to create a culture
of pride in our company and its
brand,” says Shibambu “We want
our company to be the employer
of choice for all our employees. By
aligning everyone to our brand, we
see significant benefits like increased
sales and revenue due to happy
clients who experience better service.
It’s also a means of improving staff
morale.”
The project has been running for
three years with its second intake of
brand advocates currently under