“Dovetail — To interlock, fit or join pieces together easily and harmoniously, go together, align, concur, match, be in agreement, be in tune, interlink, merge, unite.”
Working in collaboration for over 5 years as Human Resources and Events Manager and as Marketing, Branding and Design Consultant for a medium-sized national Australian company, the Directors of Dovetail Brand Engagement experienced firsthand the power and energy that the interaction and alignment between HR and Marketing brings to a company.
They recognised how the “dovetailing” of Human Resources and Marketing led to finding innovative and engaging ways to manage the internal and external brand, engage customers and employees.
This powerful connection was strategically and commercially good for employees in the workplace and good for customers in the marketplace. It created a holistic brand experience for all stakeholders which enables a business to thrive and endure over time and operate the same way on the inside and on the outside.
Dovetail takes pride in offering their expertise to transform companies and enable them to unlock the power of total brand alignment through The Seven Steps to True Brand Engagement™.
The Seven Steps to brand engagement
True brand engagement is not achieved overnight. It takes creativity, vision, planning and continuous nurturing but the ongoing results will elevate any business to the next level and beyond.
Achieving true brand engagement takes seven distinctive steps with each stage being critical in advancing your business to the next.
STEP 1: BRAND AWARENESS
EMPLOYEES — Employer brand is given an identity to make potential employees aware that the brand exists and is available.
CUSTOMERS — Products are given an identity to make customers aware that the brand exists and is available.
STEP 2: BRAND RECOGNITION
EMPLOYEES — Employees gain understanding of the employee value proposition and recognise what the brand stands for.
CUSTOMERS — Consumers become aware of the products, the brand name and the identity.
STEP 3: BRAND ENGAGEMENT
EMPLOYEES — Employees are encouraged to engage with the brand at some level leading to develop a deeper connection.
CUSTOMERS — Consumers are encouraged to engage with the brand at some level, leading to a positive connection.
STEP 4: BRAND SELECTION
EMPLOYEES — The employee having experienced the positive team culture, chooses the brand to develop their career path.
CUSTOMERS — The consumer, having tried the it, chooses the brand to use for their own benefit.
STEP 5: BRAND LOYALTY
EMPLOYEES — The employee now chooses the brand as an extension of their own brand and will actively work harder to grow the brand.
CUSTOMERS — The consumer now chooses the brand as their preferred brand and will actively seek it out.
STEP 6: BRAND INSISTENCE
EMPLOYEES — Employees will go the extra mile to ensure the brand perception is maintained. Insisting that the brand promise is not damaged.
CUSTOMERS — Consumers will not use a substitute brand, even if their chosen brand is not available. Insisting on seeking out their chosen brand.
STEP 7: BRAND DEVOTION
EMPLOYEES — Employees become fans and ambassadors for the brand. They will advocate and defend the brand to others.
CUSTOMERS — Consumers become fans and ambassadors for the brand. They will advocate and defend the brand to others.
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