"A vision is but a dream, without communication". Martin Luther King could have been describing corporate branding strategy

No corporate branding strategy is complete without an effective internal alignment programme

Throughout the development of the Corporate Branding programme for BMT we adopted
a strategy of involving management from across the BMT organisation. Initially we formed a 'Sounding Board' to represent the interests of each company in the group and discuss the staff alignment strategy. As the branding programme developed we used their input
to ratify each step. On completion of the corporate branding programme we involved the main board, the executive committee and the worldwide management team, gaining their commitment to the strategy. But we did not use 'show and tell' techniques. The secret of effective internal communication is to allow discovery, as that promotes buy-in.

Corporate Management were given a series of tools, based on our experience with Castrol, BMW, Prudential and others, to enable them to communicate the new brand positioning
and the strategy behind it to their staff.

At launch every member of staff was sent a personal letter from the Chief Executive enclosing a specifically written 'brand book' explaining the new corporate brand positioning and how each individual could contribute to making it a reality.

Corporate branding strategy explained: The BMT Brand Book