The Olympics is more than just a sporting event, it is a masterclass in branding! For decades, the Olympic movement has captivated audiences worldwide with its powerful message and iconic imagery. Businesses in engineering and manufacturing can learn a lot from the Olympics in using vision and values to build a strong employer brand.
Here's how...
1. Craft a Clear Vision
Just as the Olympics aims to “build a better world through sport,” businesses should also have a clear, inspiring vision that resonates with both employees and customers.
Example: An engineering firm might adopt a vision like “Engineering a safer, more efficient world,” guiding it's project choices and innovation strategies.
2. Define Core Values
The Olympics brand is built on five core values: hopeful, universal, inclusive, vibrant, and progressive and it seamlessly integrates those values into every aspect of the games. Businesses should identify and define their own core values, ensuring they align with the company’s vision and culture.
Example: A manufacturing company might define its values as quality, innovation, sustainability, safety, and teamwork. These values should then be promoted throughout, from production processes to employee training.
3. Integrate Vision and Values into Every Aspect of the Business
Every part of the Olympic brand relates back to its vision. Consistency is key. Just as the Olympic brand remains constant across different platforms, a company's message should be unified and embedded into all aspects of its operations.
Example: An automotive manufacturer might integrate its vision of “driving the future of mobility” into its R&D, focusing on electric and autonomous vehicles. This vision can also guide marketing campaigns, emphasising cutting-edge technology and environmental benefits.
4. Maintain Consistency and Discipline
The Olympics brand is unwavering in its discipline. Businesses should strive for the same level of consistency in upholding their brand story and ensuring that their vision and values are reflected in every communication and action.
Example: An aerospace company might consistently communicate its value of “precision” through meticulous engineering standards, quality control, and clear communication with clients. This consistency builds trust and reinforces the brand’s reputation.
5. Create Symbolic Representations
The Olympic rings are a powerful symbol that encapsulates the values and vision of the Olympic Movement. Businesses can create their own symbols or rituals that represent their brand values and vision.
Example: An engineering company might create a symbol or logo that represents its commitment to innovation and excellence. This symbol can be used in employee uniforms, marketing materials, and corporate communications to reinforce the brand’s identity.
Final Remarks
By learning from the Olympics, engineering and manufacturing businesses can create employer brands that are as inspiring as they are effective. As well as providing direction, core values create a sense of identity, and consistent integration ensures a brand narrative which attracts talent, fosters employee loyalty, and drives business growth.