Design as a Strategic Tool to Enhance Brand Culture

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Design as a strategic tool to enhance Brand Culture

Brazilian Challenge: How to build employee experience based in brand values

As services became the core the Brazilian economy, as with other major industrialised countries and organisations are now more transparent because of the grow of internet and social network, internal branding is increasing it’s importance. To build radical differentiation and great customer experience companies need to move quickly, in a unison. That is why it is essential to increase the attention to one of the most valuable intangible assets: employees. They have opinions and emotions and more than never are willing to express and behave accordingly to them. Companies now need to, based in purpose and values, design a culture that support the brand strategy and emotionally connect their employees - the Brand Culture.

While United States and Europe live a strong social and economical crisis Brazil became a paradise for the international brands. The competition within the country became one of the biggest challenges for brazilian brands and to face it, companies need to understand the power of corporate brand management to business success.

This research offers a set of design-led recommendation for leaderships that desire to strengthen their brands to maintain a long-term sustainable grow and success by holistically approaching the employee experience. Few brazilian companies recognisedthe value of infusing design in the business strategy. But Brazil is very quick to embrace changeand the ambitious companies that realise the value strategic design and branding bringswill come out ahead.