Brands become authentic or real when what is promised is experienced by customers and clients. What kept me awake at night was creating a brand with an optimal positioning, but employees failing to deliver the promise. This created a disconnect between what was said and the actual customer experience.

We found that part of the problem was the inability to put oneself in the shoes of customers because that’s where the most powerful emotion lies – that ‘thing’ which binds brand and audience.

Working with HR & Communications consultant and co-founder of @ONE Resh Ramgovind, we combined Brand, Marketing, Communication and HR / People skills to arrive at @ONE.

“Resh had already tested the approach to get employees seeing themselves as their clients and customers, and it ticked all the boxes. To complete @ONE, we needed to design an internal marketing and communication programme plus insert internal measurement and management processes to ensure that @ONE principles were lived and lasting”.

“Having HR or People and Brand specialists collaborating behind common purpose is ideal but not often practised. It makes sense – a brand is all about an emotional attachment to clients and customers, and that connection is fuelled and sustained through the actions and attitudes of one’s people. This new approach works at two levels. Company and customers or clients at one, and Brand and HR at one”.

Gary Hendrickse
CEO Sherpa and co-founder @ONE
+27 83 677 7342
gary@sherpa.co.za
connect@at-one.co.za
@ONE is currently incubated within Sherpa (BBBEE Level 2) as a related service, and driven by Gary and Reshna Ramgovind.