Exclusive extract from The Talent Brand by Jody Oridioni
The Talent Brand by Jody Ordioni is a timely and essential guide to anyone looking to expand their knowledge on the essentials of branding. The Talent Brand explains common mistakes even seasoned business owners make that dilute their brand and have costly consequences. Ahead of it’s release in February we can bring you an exclusive extract from the introduction of Jody’s new book.
Introduction from The Talent Brand by Jody Ordioni
Time is moving quickly and organisations that are fast to change and seize opportunities are realising greater financial rewards. And yet, the greatest barrier to change is creating understanding and emotional support in the hearts and minds of the talented employees responsible for achieving it.
How can branding help?
The essence of branding is the successful alignment of the rational and emotive sides of our brains, creating rapid acceptance of new ways of thinking and acting.
Someone once described the optimal state of talent engagement as a CEO, a dog and a frisbee. Wherever the CEO throws the frisbee, the dog is there to catch it – running joyously, deftly changing course and returning it with a wagging tail. But now consider if instead of one dog, there were a thousand eager canines. Think of the impact we could have if we harness such positive energy, and create such an agile army of talent, ready to pivot, change direction and chase down new opportunities.
If this sounds like the kind of impact you’d like to make within your workplace, then congratulations. You’re ready to enter the exiting world of branding.
Your talent brand is the next iteration of your organisation’s employer brand. Aimed at branding the unique appeal of your firm’s culture and employment opportunities, it also takes into consideration what people are already feeling, saying and sharing socially about your organisation as a place to work.
If a brand is the promise we make to all audiences, the talent brand is the promise we make to employees and potential employees.
My name is Jody Ordioni and I am the funder and chief branding officer of Brandemix, a New York-based branding and communications agency. Our clients are professionals in a variety of roles, including human resources, marketing, communications, employer branding, talent acquisition and talent management, and they work globally, across a wide range of industries, including non-profit, technology, retail, financial services and healthcare.
They come to us seeking to create awareness, consideration and preference of their products, services or career opportunities and capture market share through branding. And despite this range of activities, we are able to deliver on these objectives because we employ the same best-practice branding principles and methodologies across all of the work that we do.
This book will guide you through our carefully constructed process, and provide you with complete access to the branding tools, templates and resources we use. It is my hope that it become a timeless and important resource for you and I look forward to beginning a meaningful dialogue and hearing more about your successes.
The Talent Brand by Jody Ordioni publishes on 8 February
For more information on The Talent Brand and other LID books, go to our website, lidpublishing.com
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