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