5 January 2006

Helping employees deliver a brand’s promise

A seminar to help communications professionals work with internal stakeholders, add value and inspire employees to deliver a brand’s promise is being held in February.

Three speakers will tell the story of their challenges to build employee loyalty when brands change.

UK high street bank, Abbey, was recently acquired by the Spanish banking group Banco Santander Central Hispano. Head of Employee Communications, Sarah Larvor, has been with Abbey for four years and in that time has experienced the challenges of change from two chairmen, three CEOs; several tentative and one successful takeover bids; regular organisational restructuring; and four changes of brand. Sarah will share her observations on what's worked for Abbey, and how it has helped around 20,000 employees understand their brand journey.

Meanwhile, the challenge for Mark Peterson, Marketing Communications Manager at the Mental Health Foundation, was to convince the internal audience that their new logo and visual identity change six months ago was more than just a design exercise. He harnessed external research and internal consultation to ensure the charity’s small and valued team of 60 staff were on-board and on-message.

Sheila Hirst of Hirst Communication is an experienced consultant, facilitator and coach with a particular interest in how leaders’ communication affects an organisation. Sheila will be discussing what is employee branding, why is it so important, and what role does the communication manager play in supporting the brand.

The event is on 15 February in central London. The cost of attendance is £90 + VAT and includes a working lunch and refreshments.

To book: email Suzanne Peck on speck@Item.co.uk