Jaguar cars have a deep heritage. The brand needed to be qualified and captured in a form that enabled it to be re-introduced internally. Even though employees felt they knew what the brand stood for they didn’t share a common understanding. This ultimately leads to a fragmentation of a brand as it becomes more and more diluted.
Our internal brand orientation program enabled management to re-align employee’s education of brand values. To be successful, management needs to identify the relationship between brand values and the roles and responsibilities of personnel at specific points of brand contact. We conducted an organisational audit to identify those points of contact and the related information streams in the form of a centric organisational map. This tool forms the basis of how the internal brand messaging is organised and disseminated. Once we had established the organisational paths in a centric form we developed the creative that represented key Jaguar brand values to be applied to various skill sets.
Our work helped to increase employee engagement due to the brand messaging being more tailored to employee roles and responsibilities at their point of contact with the brand.