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RAFI conducts internal brand cascades

08-22-2011 10:37 AM CET | Associations & Organizations

Press release from: Ramon Aboitiz Foundation Inc (RAFI)

The Ramon Aboitiz Foundation, Inc. (RAFI) conducted the internal brand cascades in eight batches attended by all team leaders and team members from the five focus areas and support teams.

The sessions ran from February to April 2011 and facilitated by the RAFI Brand Management Team headed by Chief Operating Officer Dominica Chua; Human Resources Officer Jeanette Zulueta; and Communications Officer Haidee Emmie Palapar.

Carol Ballesteros and Trixie Ylaya of the Aboitiz Equity Ventures Branding Team were also present to share important branding concepts and facilitate the workshops.

The internal brand cascades served to achieve a common understanding by all team members of what the RAFI refreshed brand identity stands for and realize the importance of and find ways to consistently deliver the brand promise in different touch points.

Chua emphasized that branding is “building relationships, and trust is very important and essential in building and creating a strong and successful brand”.

The brand identity was discussed to elucidate on the RAFI core values of God-centeredness, integrity, respect and service as well as the brand attributes (collaborative, holistic, and role model) and its behavioral indicators in order to effectively carry and live out the brand. Other strategic branding principles from brand architecture to core elements guidelines and consistent communications being implemented in the organization were also presented to the teams.

The challenge was posed to each RAFInian to deliver on the promise.

“As employees embody the brand, each one has the responsibility to ensure that every interaction with a customer builds and enhances the brand. Each team member needs to understand the brand, and in essence, become brand ambassadors for it,” Chua said.

The Brand Management Team and the rest of the RAFI Management Committee enjoined that all tasks need to be performed with the vision, brand promise, and brand identity in mind, so that stakeholders, partners, and customers live the brand through the employees. As brand ambassadors, each team member has the role to champion the RAFI brand.

The internal brand cascade is part of RAFI’s sustained program of activities to implement the brand on a practical level and reinforce the brand within the organization.

Visit the Official Website of Ramon Aboitiz Foundation Inc (RAFI) at http://rafi.org.ph for more information.

Ramon Aboitiz Foundation Inc (RAFI) is a non-stock, non-profit organization committed to “elevating lives through a comprehensive approach that champions best practices in community development”.

Ellen Red
Communications Assistant for Digital Media Management
Ramon Aboitiz Foundation Inc (RAFI)
35 Lopez Jaena Street, 6000 Cebu City, Philippines
6332-418-7234
ellen.red@rafi.org.ph
http://www.rafi.org.ph

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