Viking (a property of Office Depot in Europe) was re-branding a division of their organization that targeted small and medium sized businesses in 18 countries all over Europe. Along with the re-brand came a change in how associates would provide service to customers, shifting from being an order-taker to a solution provider.
Employees needed to understand the rationale and context for the new brand while also learning a new way of serving customers that focused on providing solutions rather than simply taking orders.
We began the project with a strategic development process that defined key messages related to the new brand along with opportunities to engage and communicate with employees. To support the cascade of information about the new brand and shift in service, we created a brand ambassador program that trained a select group of associates who could then train their peers. The program included materials that set the context for the re-brand with engaging visuals and stories that focused on being a trusted solution provider and how that would positively impact customers.
Additional materials in the onboarding effort included support materials on how to deliver the new brand promise to customers included Team leadership training aids/meeting planners, Knowledge/idea cards and a Brand support guidebook.
Break room posters were designed as a part of the campaign to be an ever-present reminder to employees of their purpose and connection to delivering the brand promise.