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A Brand Fit for a Princess

Guest post by: Dan Day

Article Overview: Brands are created and brought to life by people.

A Brand Fit for a Princess

The royal wedding reminds us how a brand is created and brought to life by people.

An international organization with 1,200 employees and millions of global customers, the brand of the royal family (let's call it Royal Inc.) is as strong as any in the world. And it's build solely on people.

Kate's smiles and waves, the married couple's balcony kiss, the secrecy surrounding the dress and its designer--all well-choreographed personal brand moves that contributed to the corporate brand.

Played right, like last Friday, the "brand" with a little b (that of company employees and leaders) can thrive and grow alongside the "Brand" with a big B (the organization, Royal Inc.).

Did Queen Elizabeth, the 85-year-old CEO of Royal Inc., agree with all the ideas submitted: employing the dress designer from a controversial fashion house whose founder killed himself a year ago, hauling live trees into Westminster Abbey, or allowing Prince William to drive himself and his bride around London in a convertible? Not sure. But, did she approve the moves, knowing if they were executed properly they'd help Royal Inc. diversify and grow? Bloody right.

Leaders often try to communicate their brands through traditional means like elaborate logos and websites, image-appropriate office space or elaborate marketing strategies. Will and Kate showed us just how important employees are in bringing the brand to life through connections they build with constituents.

No matter what image Queen Elizabeth has established over the years, the new duke and duchess of Cambridge are dusting off and revitalizing Royal Inc.'s brand message.

That's what engaged employees can do for any company when they understand the brand message and are trusted to represent the brand in their own ways.

We may never become kings, but we will continue to be the brands for our companies.

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Article Tags: Brand, Branding, Employee Engagement, Employees, Royal Wedding



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