FREE | 3RD ISSUE
SPRING 2017
PEOPLE & BRANDING
Brief
In
Discover the latest innovative products & industry trends
Page 10
Page 18
Page 26
A glimpse into the process of creating your own internal branding.
Creating a unique company culture with Jimmy’s Iced Coffee.
Our top 10 items that we think every breakout space should have.
THE GLOBAL ADVENTURE
KEEP YOUR CHIN UP
BREAKOUT SPACES
1.
2.
3.
4.
ST EET
NEIL WHARTON PHOTOGRAPHY
S
ST R AI GHT T AL K I NG HR
6.
7.
5.
CONTRIBUTORS 1. Fedrigoni UK Paper Supplier 2. Darren Mooney Creative Director 3. Dan Gordon Designer 4. Natasha Wharton Copywriter 5. Tom Parrish Designer 6. Streetwise HR streetwisehr.co.uk 7. Neil Wharton Photography neilwhartonphotography.co.uk Paper Stock: Fedrigoni Arcoprint in Milk 85g/m2 Designed and published by: The Global Group, Email: hello@discoverglobal.co.uk
discoverglobal.co.uk
CONTENTS 4.
WELCOME TO INBRIEF
6.
FUTURE TECH
8.
CULTURE & BRANDING
From smart offices to artificial intelligence - how will technology transform and disrupt the way we work in the future? Your team is the company’s biggest marketing tool so creating the right culture is key
10. THE GLOBAL ADVENTURE Global’s Creative Director, Darren Mooney, gives a glimpse into the process
of creating your own internal branding
14. WORKPLACE HAPPINESS POSTER
We uncovered the statistics on workplace happiness to produce a handy pull out infographic
18. JIMMY’S ICED COFFEE
We spent the afternoon with the founders of Jimmy’s Iced Coffee to find out more about how they’ve created a unique company culture
20. INTERVIEW WITH SIMON JEFFERS
We discussed internal branding at Virgin Media with Simon Jeffers
22. TONE OF VOICE
Fiona Holloway from Tiptop Copy discusses the value in creating a powerful internal tone of voice
24. PLAY & CREATIVITY
We discuss why play shouldn’t be dismissed as an important part of fostering your team’s creativity
26. BREAKOUT SPACES We’ve picked out our top 10 items that we think every breakout space should have
DISCOVERGLOBAL.CO.UK/INBRIEF
Page 3
16. STAFF HAPPINESS Streetwise HR reveal the recipe to creating a happy and motivated workforce
Introduction
WELCOME TO THE THIRD EDITION OF INBRIEF Welcome to the first People & Branding edition of InBrief, the design-led trends magazine. Following the success of the previous two issues of our Food & Hospitality editions of InBrief, we wanted to focus on internal communications.
and Suzie Cregan, about how their unique culture has evolved and the challenges of maintaining that authenticity as the company has grown.
In this issue, I talk about our own internal branding project – the Global Adventure – that we launched recently and discuss how the concept came about.
As ever, we welcome any feedback and contributions. We’re always keen to hear from brands with a story to share, so get in touch with us at hello@discoverglobal.co.uk and you might be in the next issue.
This edition also looks at some of the challenges and issues within internal communications and branding. As a design agency, we’re naturally creative people but did you know that play can have a positive effect on creativity? We look at how businesses can incorporate play into the workday. The people you recruit can be your best marketing tool so it’s crucial that you create the right culture. We chatted to the founders of Jimmy’s Iced Coffee, Jimmy
Enjoy and always be creative.
Darren Mooney Creative Director, InBrief
Play can have a positive effect on creativity
INTRODUCTION
ONLY 37% ONLY A FIFTH
UK PLACED
OF UK WORKERS FEEL OF BRITISH WORKERS CONSIDER ENCOURAGED TO BE THEMSELVES TO BE
18th out of 20
VERY HAPPINESS EFFECTIVE INNOVATIVE ‘
FOR JOB ENGAGEMENT
’
AT WORK LEADS TO A 12% SPIKE IN PRODUCTIVITY IN THEIR CURRENT ROLE
JUST UNDER HALF
FEEL VALUED AT WORK THE COST OF ONE UNHAPPY EMPLOYEE
BY 33%
IS A FACTOR FOR
IMPROVED
THE COMPETITION COMPETITION THE
BY 20% AND EARN 1.2 - 1.7% MORE
PRODUCTIVITY
OF WORKERS
ONLY 40
of professionals in the UK
MORE THAN WOULD
LEAVE
WITHIN THEIR CURRENT JOB FOR A BETTER JOB
ONLY 42%
1 IN 3 WITH THE OF EMPLOYEES ARE HAPPY
EXECUTIVES UNDERSTAND THEIR
COMPANY’S
CULTURE
REWARD &
RECOGNITION THEIR COMPANY OFFERS
EMPLOYEE DISENGAGEMENT
COSTS UK BUSINESSES
£340BN EVERY YEAR
Brief
In
Sources: Work Satisfaction Survey, The Global Perspectives Survey, Deloitte, University of Warwick, snacknation.com/blog/employee-happiness • www.haygroup.com/uk/press/details.aspx?id=7184 • https://www.fastcompany.com/3048751/the-future-of-work/happy-employeesare-12-more-productive-at-work • www.gallup.com/businessjournal/165947/solving-productivity-problem.aspx • www.hrmagazine.co.uk/article-details/disengaged-employees-and-poor-health-cost-uk-economy-6-billion • www2.cipd.co.uk/pm/peoplemanagement/b/weblog/ archive/2015/11/17/one-unhappy-staff-member-can-cost-an-organisation-163-16-000-finds-ceb.aspx
DISCOVERGLOBAL.CO.UK/INBRIEF
Page 5
DECREASE STAFF TURNOVER
TRAINING OUTPERFORM OUTPERFORM
HOW TO
FOR EMPLOYEES COULD
SUCCESS 101
BETTER CAREER OPPORTUNITIES
WITH BETTER COMPANIES HAPPY EMPLOYEES
Trends
FUTURE TECH It is expected that within the next five years, technology will completely transform the way employees work. In a study on the Future Workforce by Dell and Intel, 60% of those surveyed believe they will be working in a ‘smart office’ within the next five years. So what can we expect a smart office to look like and how will it improve productivity? Beacons are one form of technology that is already gaining popularity particularly in retail. For offices, however, they can help to improve the office layout by understanding how and when particular areas are being used. The data gathered over time could help you make decisions that would in turn improve productivity.
With mobile phone sales expected to reach 2.1 billion units by 2019, demand for apps within businesses will increase. Wearables are also on the rise with a number of different uses. For example, employees could track fitness levels and adopt a healthier lifestyle. Wearables such as smart-watches help remove the need for bigger devices with people able to answer calls and emails. This could be hugely beneficial in work environments where you need to be hands-free to carry out tasks. In the future we may see the need for people within certain roles decline due to a rise in artificial intelligence or AI. Repetitive tasks such as compiling reports or extracting data will be taken over by this smart technology, leaving employees free to do other higher-level tasks that require creativity and emotional connections.
The survey from Dell and Intel, also found that 44% think that their workplace isn’t smart enough and want the environment to be more intuitive about employee habits. Future offices will be increasingly interactive and enable people to personalise their workspace. Smartphone apps will allow you to adjust heating and lighting levels, something which is already possible in Deloitte’s headquarters in Amsterdam. The benefit of these smarter systems could offer potential energy savings of between 20% and 50%. For employees wanting to know how an office will look after a redesign, virtual reality or VR will transform how people work. Not only could VR help visualise changes to an office, they could provide an immersive virtual office environment. Desk space could be freed up and desktop monitors will be replaced to provide a customisable area. The immersive way that VR works will be especially useful for those working within design or engineering. It could also provide new ways of presenting documents such as reports or presentations. However, with people working from a number of devices, the question still remains if the office of the future will even be physical or if working virtually will become the norm. With the increase in cloud-based applications, it has become completely possible to be able to work remotely which offers flexibility for people to choose when and where they work. Over the next 5 years, we may see a decline in the standard pattern of 9-5 working, with more people working flexible hours that suit them. Mobile working is also being supported by a rise in appcentered tools, with design thinking leading workplace innovation. Design thinking takes a human-centred approach to solve problems, which is particularly useful for HR looking to understand the needs of employees in the workplace.
FUTURE TECH
For 82% of those surveyed, technology in the workplace influences the jobs that they take
Robots will transform the workplace with many organisations incorporating AI into everyday jobs such as automating customer service tasks, managing finance tasks such as approving claims for expenses and managing internal workflows. Workplaces will need to ensure they stay ahead of these workplace technologies so that they remain attractive to potential employees. The Future Workforce survey found that for 82% of those surveyed, technology in the workplace influences the jobs that they take. So now could be a great time to check that your office is at the high standard that many now expect.
VR Goggles
App Controlled Environment Relaxed Dress Code
Page 7
Wearable Tech
Cloud Based Workspaces
Support Robots
DISCOVERGLOBAL.CO.UK/INBRIEF
Fostering a Company Culture that reflects your Brand Brand and company culture should go hand-in-hand for businesses. Marketing and HR are a partnership to ensure that a company’s mission, brand and culture work together.
COMPANY CULTURE
The Brand Story Just as you think about the customer experience, you need to consider the people working for the company. When it comes to recruiting and retaining employees, you can stand out from competitors by showing that you care more than them. The people you do recruit can be your best marketing tool. If you create the right culture and your employees feel that what they do matters and are engaged then they will enjoy their time in the workplace and become your ambassadors.
A strong company culture can help to further your mission and includes everything from the work environment, values, ethics, systems, beliefs and your working language.
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Forbes defines company culture as being inherent within the vision, value and assumptions of the business. The company culture is written into the genetic code from the very start. The people you recruit are likely to match that vision, and they will also have a role in shaping the future of the business too.
How your office space looks says a lot about your company values. It’s about knowing what is important to both you and your employees. Values such as collaboration may be reflected in an open layout or flexible breakout areas whilst fun wall vinyl or signage can help to communicate a quirky personality. As with your marketing, your office design should tell a story and differentiate you from competitors. This is especially important if your clients regularly visit you at the office. First impressions count so make sure your office space is memorable.
A strong company culture can help to further your mission and includes everything from the work environment, values, ethics, systems, beliefs and your working language. If everyone is on board and believes in your mission, this builds a strong office culture that will result in happier and more productive employees, which in turn increases employee retention. Of course, company culture has a lot to do with your office space, which when done right can communicate that culture to both employees and your customers. Depending on your business, you might want to keep the office looking professional but adding some personality can boost morale and productivity.
Creating a company culture doesn’t just depend on one element. You need to think about it holistically. Your brand is just as much about values and vision as it is a distinctive logo or great products and services. These come together to instil that culture in your employees who in turn convey the brand culture to your customers, investors and shareholders. Get it right and your company will thrive.
DISCOVERGLOBAL.CO.UK/INBRIEF
The Global Adventure Global’s Creative Director, Darren Mooney, gives a glimpse into the process of creating your own internal branding.
THE GLOBAL ADVENTURE
We couldn’t write this edition of People & Branding without practicing what we preach so we thought we’d share our own experiences of internal comms. We hope that the lessons we’ve learnt along the way will help guide your own adventure. As a company that works in the creative industry, it can be really tough to think of a creative concept for yourself. We create and implement amazing internal branding communication projects for our clients but we never allocated the time or creativity for ourselves. The Global Adventure idea came from the longing to launch our own internal branding project that was relative to our company name. It also needed to have the flexibility to encompass reviews (mid adventure briefings), our values and also enable us to bring an element of excitement to our everyday life. Over a number of months, I did a lot of inward thinking and worked with awesome consultants to map out what our vision and values were, that would help the business to be even more successful. Those ideas were then left in a folder on my Mac without being acted upon. This was frustrating as Global and its people were not performing to their full capabilities.
It’s simple really when you make the association to adventure in terms of business. Some people are great at lighting fires, some people prefer to build shelters, cook or fetch water. Each of those tasks are all hugely important parts of a successful adventure and are crucial for survival. We have taken this idea as a company to ensure that the right people who are great at certain things are empowered to stand up and lead particular parts of a project or mission. Our Global Icon worked well as the globe and Dan from our creative team had the genius idea of giving it a traditional globe stand, and so the adventure identity was born. As we’re a creative company we couldn’t just communicate to our people in the same way a construction or a normal accountancy firm would do. The adventure is the vehicle for our creativity to shine.
Page 11
Whilst at the Inspire 2016 Entrepreneurs Conference, I heard Alastair Humphreys – Adventurer, Author & Motivational Speaker, give a talk. He really lives up to his title and this inspired me to get it done. His main message from the talk was that every day is an adventure. This was the catalyst for turning my idea of the Global Adventure into a reality and make a huge difference to both my business and all my fellow adventurers.
Below: The Global Adventure Handbook given to every employee
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The company strategy has been outlined in a 10 page book in the form of an adventure guide with a map tucked into the back. Our objectives have been simplified and communicated in a fun and engaging way. We are also working with Streetwise HR to rewrite each person’s job description to take into consideration that people may want to step up and lead on various parts of the adventure.
The adventure is the vehicle for our creativity to shine
Having worked with numerous clients we have seen how much of a difference it can make to your business by having a strong internal branding project. We also know that it can be a challenge knowing where to start or how best to tie it into the existing culture and values of the brand. This is where working with an agency can help. It can be useful to get a different perspective to develop creative ideas that you may not have considered previously. The Global Group works with the likes of Virgin Media and Ageas on their internal branding projects so we have loads of experience. Whether that’s signage, internal magazines, internal campaign activations or simply just getting started, we can help. If you would like to take your company on a creative adventure and see for yourself the difference that communicating and activating your strategy and values can make, then we would love to help. You may find us on the top of a tall building free running or diving into lakes, however more than likely you’ll find us in Boscombe having an adventure at Chicken & Blues on a Wednesday lunchtime. Regards, Darren Mooney, Creative Director & Everyday Adventurer
Right: Some of the supporting elements helping to promote our adventure
THE GLOBAL ADVENTURE
Page 13 DISCOVERGLOBAL.CO.UK/INBRIEF
INNOVATIVE ‘
FOR JOB ENGAGEMENT
BETTER CAREER
ONE UNHAPPY EMPLOYEE
TRAINING OUTPERFORM OUTPERFORM
WITH BETTER COMPANIES HAPPY EMPLOYEES
FEEL VALUED AT WORK THE COST OF
JUST UNDER HALF
AT WORK LEADS TO A 12% SPIKE IN PRODUCTIVITY IN THEIR CURRENT ROLE
’
VERY HAPPINESS EFFECTIVE
18th out of 20
OF UK WORKERS FEEL OF BRITISH WORKERS CONSIDER ENCOURAGED TO BE THEMSELVES TO BE
ONLY 37% ONLY A FIFTH
UK PLACED
DISCOVERGLOBAL.CO.UK/INBRIEF
SUCCESS 10
OF WORKERS
PRODUCTIVITY
IMPROVED
IS A FACTOR FOR
MORE THAN WOULD
BY 20% AND EARN 1.2 - 1.7% MORE
THE COMPETITION COMPETITION THE
In
Brief
THEIR COMPANY OFFERS
RECOGNITION
REWARD &
EVERY YEAR
£340BN
COSTS UK BUSINESSES
Page 15
Sources: Work Satisfaction Survey, The Global Perspectives Survey, Deloitte, University of Warwick, snacknation.com/blog/employee-happiness • www.haygroup.com/uk/press/details.aspx?id=7184 • https://www.fastcompany.com/3048751/the-future-of-work/happy-employeesare-12-more-productive-at-work • www.gallup.com/businessjournal/165947/solving-productivity-problem.aspx • www.hrmagazine.co.uk/article-details/disengaged-employees-and-poor-health-cost-uk-economy-6-billion • www2.cipd.co.uk/pm/peoplemanagement/b/weblog/ archive/2015/11/17/one-unhappy-staff-member-can-cost-an-organisation-163-16-000-finds-ceb.aspx
CULTURE
COMPANY’S
EXECUTIVES UNDERSTAND THEIR
OF EMPLOYEES ARE HAPPY
1 IN 3 WITH THE
ONLY 42%
EMPLOYEE DISENGAGEMENT
FOR A BETTER JOB
LEAVE WITHIN THEIR CURRENT JOB
of professionals in the UK
ONLY 40
BY 33%
DECREASE STAFF TURNOVER
FOR EMPLOYEES COULD
OPPORTUNITIES HOW TO
Staff Happiness By Streetwise HR
There’s no doubt about it – keeping your staff happy and motivated is pivotal to any successful business. But before you dig into your pockets, it’s not all about the pay packet. In fact, we’d go as far to say that a person’s salary has little impact on how content – and productive – they are in the workplace. What really matters is how they’re treated. Yep, it’s the little things that count. So if you’re looking to increase productivity and retention, decrease absences, and generally maximise your revenue, listen up… Let’s start simple: the importance of listening to your staff is enormous. This is the backbone to any healthy employeremployee relationship, and will lay the foundations for a happy and confident workforce. They need to know that you genuinely care about what they have to say, be it negative or positive. So, far from the stereotype fat cat sitting in their lofty office, you need to be approachable. Not only will your staff feel more valued, but you’ll also be kept in the picture about their concerns, enabling you to act on them before they throw in the towel. Secondly, the more human you are, the more your staff will relate to you and respect you. So, rather than talking shop all the time, make the effort to ask them how they are. Did they have a nice weekend? How’re the French lessons going? I hear you’re moving house… By getting to know them as individuals, you’ll have a better understanding of what makes them tick and how to get the absolute best out of them. Continuing the theme of good communication, Stay Interviews are gold dust when it comes to staff retention. These yearly one-to-ones give employees an official opportunity to discuss any concerns they may have, which in turn enables you to change things for the better and ultimately keep hold of talent before they run. You may think this is an obvious one, but you’d be amazed at how many businesses don’t utilise staff incentive and recognition programmes. This tangible appreciation and celebration of hard work and achievement is an absolute winner when it comes to motivating your workforce, and it needn’t be a costly or time-consuming activity. An extra day’s holiday here, a voucher there… these are the little touches that make staff feel recognised and valued. Oh, and please remember to celebrate their birthdays! Ok, so you’ve got your communication and incentives sorted; now let’s talk about your business’ environment and culture.
STAFF HAPPINESS
Staff absolutely love to feel part of a strong brand that they can believe in. This means that you need to create and maintain a robust and engaging brand that saturates the entire business, from the moment they clock in, to the moment they leave their desk. Brand engagement appeals to our pack mentality, and the stronger the pack, the stronger your business will be. Make your staff feel part of something special. Whilst we’ve touched on celebrating the individual through good communication and recognition, let’s just emphasise it one more time: you must make sure that your staff don’t feel like a faceless drone in a crowd of other faceless drones. This means recognising their unique needs and, if possible, adapting to them. Perhaps a working mum of four would prefer flexible hours. Or another staff member may need more flexibility when it comes to choosing holidays. Whilst we don’t expect you to pander to every request that lands on your desk, a certain amount of understanding will go a long way in making your staff feel cared for.
You must make sure that your staff don’t feel like a faceless drone in a crowd of other faceless drones And lastly, cultivate your team’s relationships with one another. We all know what it’s like to walk into an office full of people who neither know nor like one another. This type of environment is poisonous to productivity, and therefore one of the most important aspects to get right. The words ‘team building’ can bring some people out in a rash, but if you’re creative with the activity you may well stumble across a magic wand when it comes to bringing your staff together. And of course, striking a good work/play balance in the office also goes a long way. Some of the most successful businesses incorporate screen breaks into the working day, whereby staff can mingle, chat and generally get their mojo back. So, there you have it: the recipe to creating a happy and motivated workforce, without the need for pay rises. If you communicate, congratulate and care about every member of your team, your business – and revenue – will blossom.
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The importance of listening to your staff is enormous
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KEEP YOUR CHIN UP
Since their launch in 2010, Jimmy’s Iced Coffee has grown rapidly. We caught up with the founders Jimmy and Suzie Cregan about keeping your chin up and producing viral videos.
Can you tell us a bit about the culture at Jimmy’s? Suzie: Jim and I are as far away from shiny suits and pointy shoes as Mars is from Planet Earth. We wanted to create a place of work where we would want to work ourselves, which is what we have done. There is no dress code, Ocado deliver every Monday and load us up with treats for the week. In the summer, we head to Southbourne beach for a swim before work. The office gets draped in beach towels and sand for the rest of the day but hey! The only rule we try to have is no phones at the breakfast bar as when everyone’s sat around eating breakfast or lunch, it really is the best time to have a catch up.
How did that evolve? Suzie: Jim and I are expats, we lived in the sunshine in Dubai for 18 years. Our zest for life comes from seeing that sun every day and we have a ‘can do’ attitude which we try and apply to everything we do. I know that has definitely helped us drive the business. If you are negative, you attract negativity. You can’t start a business and try to succeed with that mantra.
How do you maintain that kind of ‘Keep your chin up’ vibe? Suzie: If you don’t keep your chin up when you’re drinking Jimmy’s, you’ll pour it all over you. It’s in our DNA to be positive. We are however only human after all and there are times we both crash and burn. A few days of peace and quiet soon gets the batteries charged and we are up and ready to go again.
KEEP YOUR CHIN UP
We’ve got the ‘10 Jimmy’s Coffee Commandments’ on the wall. They range from ‘Laugh in the face of business jargon’ to ‘The world will keep spinning’. I love seeing that board every day. Our crew are ace, they all love and look after the brand like it’s their own. We are a little family in here, it’s truly amazing.
Could you tell us about how Jimmy’s became the brand it is today? Suzie: When we sat down for the first time with our laptops and some scraps of paper to talk about this Iced Coffee idea, we didn’t know we were about to make a lifestyle brand. It morphed into that. Seeing people rock our tee’s and lying on our beach towels is a great feeling. We were lucky enough to hang out with some of the England rugby team with our Jimmy’s/Gilbert rugby ball too – I can’t kick that thing to save my life; that was a really fun day. We were also recently featured in the Cool Brands book, which was ace to see. Everything we do online comes from Jim. It’s Jim, just being Jim – even if that means him rapping to the badly sung tunes from a passing ice cream van.
Page 19
How has social media impacted on the growth of Jimmy’s? Suzie: It would have been much harder to start Jimmy’s without the use of social media. When we started, Facebook was free, thankfully. It meant we could reach people and share our story without paying a penny. Good job really as we didn’t have a penny to spare in those days. Facebook was a lot easier to use then too. We’d just go, ‘Hey we’re making this. Hop on. Let’s go.’ It was great. It was like a running commentary. But then it just got so much more technical. Yawn.
After the success of the rap videos, is there now an expectation to develop more content like that? Jimmy: Yes. We have asked a few people, and some people have said, “You’ve got to do a third rap. You have to.” Some people have said, “You don’t need to do anything at all.” A lot of people also just really enjoy the shit videos that we make; just stuff like that but I don’t think we’re going to go for such a high-end production this year.
How will you maintain the authenticity of the brand as Jimmy’s grows? Jimmy: It’s just a case of being able to still have the freedom to be silly. And building a good enough team around you so can still do the fun stuff that you’ve always wanted to do. You need to be able to do the stuff that makes your heart sing. It’s what everyone else wants to see and that’s what people enjoy seeing. They don’t want to be blinded by corporate toffee stuff that people just aren’t really interested in. Above: Jimmy’s Iced Coffee Offices in Bournemouth
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Interview
INTERNAL BRANDING ONE OF THE LARGEST TELECOMMUNICATIONS COMPANIES IN THE UK
We caught up with Simon Jeffers from Virgin Media to discuss what internal branding means to him and what businesses should be doing to improve.
What does internal branding mean to you? Internal branding offers opportunities to introduce and reinforce values. Those values could be based on Culture and Engagement or Company Strategy, what’s important is that there’s an honesty and integrity to the messages we are sending via the brand. If we have a strong brand it’s a lot easier to bring any communication to life. Good design and strong branding isn’t confusing, it’s more than just an enhancement, it’s actually the foundation to a great communication or message.
Explain what you do at Virgin Media to engage with the team I’m really fortunate to be amongst some of the most creative and inspiring people in the business. People who love a challenge but also have lots to give in the creative space. I get to work on some really engaging projects such as the One Magazine publication so it’s really not difficult to get teams on
board and be part of the process. I’ve found it’s really important that people are involved from the earliest stages, taking everyone through the full journey so they really feel a part of the story and can feel proud of the output.
Is there anything, such as schemes or campaigns, that you’ve found has worked really well? Virgin Media has a strong people based culture. By keeping our people happy they take a real pride in their work and deliver a better customer service as a result. We know we have a large demographic of employees so keeping everyone happy is a really tall order. We recognise that it’s really hard to get a good work/life balance so we introduced Virgin Angels to our UK and Off-Shore call centres. Our Angels are there for our people to ensure they can take on the tasks that sometimes distract us from giving a great customer service. From supporting with the day-to-day running of our call centres, facilitating local events and meetings, bringing in vendors for some great shopping deals or delivering healthy food and snacks. Making that effort to show we really value our people gives a great return on engagement.
Below: Simon Jeffers, Project Communications & Engagement Design Manager for Virgin Media
Internal communication should prioritise what’s important and if the message being shared will fit with a long-term communication plan
INTERNAL BRANDING VIRGIN MEDIA
Page 21
Above: Virgin Media, Swansea
What do you think makes an internal brand really strong? Great internal branding is relatable and easy to understand. It’s adaptable enough to feel dependable and honest yet it has a simple design that doesn’t feel overbearing and has room for fun.
What do you think are the main challenges facing internal communications? There’s so much information out there and not enough time for people to digest it. Internal communication should prioritise what’s important and if the message being shared will fit with a long-term communication plan. It’s easy to run away with celebrating successes and overlook the importance of what matters to your people so internal communications need to ensure that its people feel valued and are part of the strategy their branding demonstrates.
How do you think internal branding will change over the next 5 years?
them and what is important to them. Social media and digital platforms will define and shape the future of communicating with each other and internal branding needs to keep up with every evolving change to our working environment and trends set by its people. Branding will be even more adaptable to suit the many channels we communicate via and it will face some real challenges in maintaining loyalty as choices and accessibility to competition grows.
What advice would you give to a brand looking to improve their internal branding? You get much more return from your brand when you invest time and effort into it. Your brand should be an integral part of your communication and engagement. If you want to engage your people let them see it through the effort you have put into the branding you’re sharing with them and if they can help shape your branding, then you should definitely make sure they are involved. Employees have so much information to absorb every day so if branding isn’t clear or looks too challenging to understand then it will simply get pushed down their list of importance, resulting in reduced loyalty and more segregation and unified understanding. To that point also, don’t have too much branding, keep it simple and to the point, make sure your strategy and values are identifiable in your brand.
I think internal branding will feel more inclusive to its people; they will have much more control over how we engage
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Tone of Toneof
By Tiptop Copy
Whilst many brands focus their efforts on creating a strong tone of voice for their external communications, the superheroes of the business world ensure that their internal comms are personality-packed before they turn their gaze outwards.
TONE OF VOICE
The logic here is pretty simple: your staff will only be able to communicate your brand effectively if they’re already submerged in its messages and identity. This means immersing your entire business with your brand personality so that it’s watertight, consistent and all-encompassing.
There are many ways you can bleed your brand’s tone of voice, messages and values into your staff’s day-to-day working lives. However, the most important step is to educate them about the ins and outs of not what you do (they should already know that!), but how you do it. This means having strong internal marketing literature that they can get their teeth into such as a ‘brand bible’. This handy go-to guide will consolidate all the facets of your brand’s personality, from your mission, vision and values to the language you use (and don’t use!) when communicating with your audience. This can be as simple as wanting them to say ‘hi’ instead of ‘hello’, or using ‘kind regards’ instead of ‘yours sincerely’ after an email. You may even want to include a copy checklist that your staff can refer to when writing marketing collateral; does their copy sound like it’s coming from a human being? Is it in keeping with the brand tone of voice? Does it communicate the benefits and deliver the message succinctly?
The most important step is to educate them about the ins and outs of not what you do, but how you do it
Your staff will only be able to communicate your brand effectively if they’re already submerged in its messages and identity Page 23
The value in creating a powerful internal voice goes beyond improving your staff’s ability to communicate effectively with your customers – it’s also a tried and tested way of building a happier and more motivated team. The more they feel ‘part’ of a solid and meaningful identity, the more loyal and productive they’ll be. And that, of course, means more sales and more revenue.
And then there’s the trusty staff magazine, which – when done well – can be an incredibly effective tool for reinforcing your brand’s personality and bolstering your staff’s sense of camaraderie. Designed inline with your visual branding style, this is your opportunity to tell your team about up-and-coming products and services, training opportunities, community engagement, awards and company goals and ambitions, to name but a few. But don’t just talk shop – if you really want your employees to feel valued, you can feature interviews with individual members of staff, whereby they can talk about their lives outside of work. By also popping in a question about why they love working for your company, you’ll start to build a positive and brand-affirming buzz within the office. These are just a handful of ideas amongst many – when you think creatively about your internal communications, the possibilities are endless. This is about creating an exciting, brand-packed workplace that employees will feel proud to be part of. And the ultimate result, of course, is that your staff will know how to communicate effectively and powerfully with your audience.
DISCOVERGLOBAL.CO.UK/INBRIEF
Insight
UNLOCK CREATIVITY WITH THE POWER OF PLAY
As children we’re expected to play but as adults, play is often seen as being a waste of time or a distraction. We’re expected to be productive and rational and this can inhibit creativity. Research has proven that play is crucial for normal social, emotional and cognitive development. However, as adults we regard play as unimportant and ignore all the benefits it provides. There is a strong correlation between play and creativity. Those who lack creativity tend to be more rigid in their thinking and less spontaneous, whilst those who are creative are more spontaneous, more productive and better at solving problems. As an employer, if you can instil a more playful culture in the workplace, you will soon reap the rewards. If people enjoy their job and, as with play, don’t focus on the end they become
THE POWER OF PLAY
absorbed in and enjoy the process, rather than seeing tasks as just something to get through and complete. Research has found that those who have complex, varied jobs that are not closely supervised by others enjoy their jobs more and have a more playful outlook on life. Play also has learning benefits, which can help your team when it comes to professional development, such as building critical thinking and bolstering positive emotions. Learning by doing increases our engagement and understanding and strengthens the pathways our brain uses to learn and develop.
Research has proven that play is crucial for normal social, emotional and cognitive development
Despite seeming to be purposeless, our adaptive behaviour stems from problem-solving in play and it makes us happy. Play is simply about the experience, rather than an end result and allows you to reconnect with the things in life that keep us grounded. Companies, who want to ensure they have happy employees, should understand that play isn’t a time waster, instead it fulfills needs such as autonomy and competence and all that fun in turn reduces stress and boosts the immune system. So not only do you have a happy team, you have a productive and healthy team. So the next time stress levels rise, turn to the power of play to help boost your team’s mood and reignite that spark of creativity.
Storytelling
Incorporate gamification into everyday processes
Everyone loves a good story and this is no different as adults. Stories can be a great way to provide context to solutions
Introduce game mechanics and rewards, for example have teams competing against each other to meet targets
Constructive play
Allow your team to build and design as they go. Sometimes making ideas tangible can help uncover solutions that may not have been previously considered
Risk-taking
Know that taking risks and failing is ok in order to succeed sooner
Exploration
Allow time for people to explore different solutions and try them out to make progress when solving problems
If you’re looking to inject a more playful culture into your workplace, contact The Global Group on 01202 727070 or
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email hello@discoverglobal.co.uk to discuss how we can help your business.
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Here are a few ideas to get you started:
Breakout Spaces SO01
Songo Earth FROM OFFICES 5420015000843
TO CO-WORKING AREAS
SO02
Songo Moon 5420015000850
210x125x195 cm 127 (L) x 32 (h) x 10 (w) - Carry Weight: 6,5 kg 00 Kgs Olefin Nylon x 5m 240 cm (min) teel Load 720 kgs (headroom) / Ø2.30m (floor space) MADE IN VIETNAM 5m (headroom) / Ø2.10m (floor space)
From fantastic design to cool tech, here is our pick of the best ideas and products we think are downright cool and innovative right now.
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Cacoon Songo Songo (The Dreamer) provides the perfect space for those moments when you want to escape and chill out. Constructed with the innovative fabric ‘Olefin’ renowned for its ability to reject dirt and water while retaining a natural feel and texture. To find out more visit: www.cacoonworld.com
Hang-in-out (Design) Ltd 1 Waltacre Devon PL8 2LY UK nsult International sprl - Brixtonlaan, 2g - 1930 Zaventem - Belgium
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Smarter Coffee Machine
Strikeworth Games Table
Indoor Allotment
A must-have for those who love their caffeine. This coffee machine can be controlled from anywhere in the office via Wifi. Be greeted with the smell of freshly brewed coffee, the minute you come into the office. It’s great for early birds in need of their coffee fix.
This brilliant games table features air hockey, pool and table tennis in one nifty space-saving table, ideal for smaller offices who love their games. The robust table is strong enough to withstand any competitive office tournament.
This is one that will appeal to the greenfingered creative members of your team. Bring the outside in and create your own indoor allotment. It comes complete with a little wooden shed, white picket fence, plant pots, drainage trays and seeds.
The Smarter Coffee Machine is available for £159.95 www.igohitech.com
BREAKOUT SPACES TOP 10
The Strikeworth Games Table is available for £399 www.libertygames.co.uk
To find out more visit: www.iwantoneofthose.com
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Retro Games Controller
Fatboy Bean Bag
ION Air LP Wireless Turntable
Travel back to the 80s with this mini retro games controller. Get nostalgic and enjoy all the old classics, with everything from arcade, puzzles and sports – there’s bound to be something for everyone in the office. Great for an after-work games night!
We think that every great office breakout area should have a fatboy bean bag. Whether it’s used for lounging, a quick afternoon nap or emergency seating at the next office party, no office is complete without this classic piece of furniture.
The old skool gets an update with this ION Air LP wireless turntable. Dig out that vinyl collection and with the power of Bluetooth, stream your collection to compatible Bluetooth speakers. You can also future-proof your collection with the EZ vinyl converter software.
The Retro Games Controller is available for £9.99 www.thumbsupuk.com
To find out more visit: www.fatboy.com
The ION Air LP Wireless Turntable is available for £99.99 www.ionaudio.com
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Beverage Station
Artificial Hedges
Engaging Surroundings
No office breakout space is complete without a beverage station to keep the beer chilled and the coffee collection organised. Give the space a coffee shop feel with chalkboards and a great big fridge that will ensure your team stay hydrated.
These bespoke, artificial hedge planters help you to create that outside feel to any breakout area, without all the maintenance of real greenery. Let’s face it, there’s nothing worse than an office filled with dead plants! Get creative and use the artificial hedges to divide up your breakout space.
Inject personality into your office space by wrapping walls with vinyl, laying artificial grass or putting up bespoke wipe boards.
Check out Pinterest for some inspiration and start planning your next DIY project.
The Artificial Hedges are available from £199 www.hedgedin.co.uk
Enliven are a specialist environment installation company who can help you turn your space into whatever you want it to be, whether that’s a park, espresso bar or even a skate ramp. To find out more visit: www.we-enliven.co.uk
DISCOVER MORE TOP PRODUCTS: discoverglobal.co.uk/blog DISCOVERGLOBAL.CO.UK/INBRIEF
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Our paper is still our best advertisement
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