As a financial-services company that sells annuities, Lincoln Financial Group is not necessarily known as a “fun” brand. So when the company’s marketing team set out to launch the “You’re in Charge” campaign, it took an all-inclusive approach with a focus on building a brand that is relevant and relatable.

The first step in the “You’re in Charge” campaign was introducing employees to the concept so that each employee could be an ambassador of the company. Employee “activation” is crucial, said Jamie DePeau, corporate chief marketing officer for Lincoln Financial, because employee engagement comes first in any campaign. Without buy-in from those supporting the organization, any campaign effort will ultimately fail.

According to DePeau, who discussed Lincoln Financial’s campaign while speaking at the What’s Next D.C. event, the team began with a pre-launch teaser campaign complete with posters and internal activities that encouraged employees to invest in the idea. They were given opportunities to fill in the blanks and develop their own version of the campaign’s “Chief Life Officer” titles, where ideas included Chief “Got Your Back” Officer and Chief “This is Awesome” Officer.

The second part of the equation, DePeau said, is ensuring a well-rounded customer experience that’s in line with the campaign’s messaging. It’s the most important element for any brand-building efforts, but it’s also the one that you have least control over. The best thing to do is make sure that every part of the customer experience — from call centers to points of sale to everyday communications — is consistent with your brand’s promise.

It’s not a good customer experience if your product isn’t easy to use or your service representatives are not pleasant to talk to. Make it your company’s ultimate mission to provide a better experience for people that’s consistent with what your brand campaign is promising — be it a friendlier, more relatable or easier-to-use service.

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7 Responses to “Why building your brand is more than a new logo”

  1. This is an important point; employees are the key to both successful customer acquisition and customer retention. Anyone facing the customer at any time in the customer experience needs to trained on exceptional customer service (merely good doesn't get it done) if the objective is to grow the company.

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  3. Pedro Solva says:

    I think this is very important, but to be successful your employees should be motivated. In fact, only motivated employees should be the ambassador of the company.

    • AM Savage says:

      Theoretically, we would only want motivated employees to serve as ambassadors for our company. In reality, every person connected to your company (salespersons, customer service reps, vendors acting on your behalf) is an ambassador – no matter how they feel or how they perform their duties! And to compound matters, each and every interaction with a customer/client is a new opportunity for the customer/client to judge your company!

      This makes it critically important that you do everything you can to "activate" your employees with a consistent message to provide a superior customer/client experience.

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  5. jones123peter says:

    if you build a powerful brand, you will in turn be able to create a powerful marketing program
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  6. jones123peter says:

    successful branding programs begin with superior products and services, backed by excellent customer service that permeates an entire organization.webdesign

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