Branding effort energizes employees and reinforces leader messages 

Challenge

The internal communication landscape for a leading animal health company was disjointed and cluttered. Teams often created their own individual campaigns and slogans for boosting employee morale, but there was inconsistency with how these messages connected to the overall company strategy.   

Actions

With too many competing internal messages and themes, leadership wanted to create a single, distinct rallying cry to unify and engage all colleagues throughout the company. SPI Group developed the concept and branding for this theme, which became knowing as “The Pledge.” Spanning all cultures and languages, the goal of The Pledge is to bind the team together, inspire motivation and guide them on their path forward to become the best animal health company in the world. 

We created a digital toolkit to support the full rollout of The Pledge. The toolkit included visual assets and a branding guide, along with templates for PowerPoint presentations, posters, banners and digital stationary. We also drafted leader communications to support the introduction of The Pledge (messages from the division president; follow up communications from regional leaders; and a leadership walk-around deck) and produced a senior leader video series to sustain and reinforce The Pledge following launch. 

Results

Based on anecdotal stories the work contributed to realizing leaderships’ goals of making employees feel: 

• A greater sense of belonging and ownership 
• Engaged and ready to act 
• Passionate and proud of something larger 
• Connected to the company’s mission and each other