Brand training at PNCS

THE Police and Nurses Credit Society has launched an extensive branding exercise and is in the process of ‘brand training’ its 300 staff.

According to PNCS senior manager brand and communications, Kate Wright, the one-day compulsory brand-training seminar stems from growing research about the importance of the brand in day-to-day interactions.

“There is a lot of research out at the moment and some of the articles I have read say that 80 per cent of the brand is delivered in behaviour,” Ms Wright said.

“While traditionally the marketing department has effectively been given carriage of branding projects, external research has shown that effective management and development of the brand must be organisation wide.”

An increasingly competitive marketplace had placed greater emphasis on effectively communicating PNCS’s brand, she said.

The program aims to help PNCS staff understand the brand and their contribution to it, their role in supporting the brand, the links to corporate strategy and company values.

Everyone from PNCS chief executive Fred Huis down to frontline staff will have completed the one-day training program over the coming months.