Branding and Organisational Mythology

An organisation can also be seen as a collection of people performing coordinated functions around a common goal. But while this clarifies the functional aspect — there is a more human aspect which is critical as well — the emotional aspect.

As human beings we respond to our world emotionally and negotiate our relations to objects, systems and other people through our emotions.

The brand identity of the organisation serves not just as an external force to market or differentiate but also serves as a model to pass on specific narratives and shared values.

As a younger, different generation enters the workforce, their needs, ambitions and the narratives that they use to navigate through life is vastly different from the previous generations. As it should be.

Organisational brands are as much internal as they are external today and the narratives and stories they tell themselves is equally if not more important than what they tell others.

What are they myths & stories in your organisation? How does it affect your everyday function? Is it organic or managed?

Looking at an employer brand from this perspective creates opportunities to look beyond “engagement” or “gratification” and opens up the possibility of meaning — and ultimately a more human way of creating an employer brand.