Event for all employees of Goudwisselkantoor, to make the internal branding strategy visible and tangible and make them feel connected to the organization and each other.
This event aimed to make Goudwisselkantoor’s internal branding strategy visible and tangible, so employees feel more strongly connected to the organization, the brand promise, and each other. As the organization operates in 3 countries, The Netherlands, Belgium & Germany, strengthening 1 shared identity was especially important. As a Dutch family-owned company with a strong and distinctive brand passport, it is essential that employees know, embrace, and pass on the content of this brandpassport. The event has to contribute to a positive sentiment towards the brand and has to reach an average score of an 8. The objective was approached through the knowledge–attitude–behavior theory: employees gain insight into the strategy and core values (knowledge), develop pride and engagement (attitude), and translate this into brand ambassadorship in their daily work (behavior). This creates a consistent brand experience that reinforces Goudwisselkantoor’s market position in Europe.
We advised to host 3 local events instead of 1 central event which was done in the past. This way, we had the opportunity to build connection in a deeper and more impactful way: addressing local and cultural nuances, enabling leadership to connect more personally and anchoring the brand passport more strongly by fitting each country’s growth stage. We used the 3 pillars from the brand passport, the foundation of the organization’s success, as content drivers for the program. The concept Successful Together let employees experience the brand identity on 3 levels: you (personal role), we (collaboration), and us (celebrating shared successes), while we still integrated local context to stay relevant for each employee. We launched a monthly Goudwissel Award during the event, to keep connection amongst colleagues alive after the event. Each country had a ‘connector’ representing their country at all events, as face of the online campaign and embodying the role of connecting countries.
