David Tlale drives Business Connexion employees to be brand ambassadors

In an effort to drive internal brand awareness, Business Connexion has invited brand icon and award-winning designer, David Tlale, to address its employees on the importance of 'living the brand' as well as guide them on their journey towards becoming brand ambassadors.

Tlale's address was a cherry on top to the launch of the Business Connexion Brand Pocket Book that was held at the Fundi Auditorium in the company's Midrand office. The Brand Pocket Book is one of many tools that will be used to drive the company's brand as well as create internal brand awareness.

Leeya Hendricks, Senior Marketing Manager: Brand, Marketing and Communications at Business Connexion, says: “David Tlale is a global Brand Icon, driving a fresh understanding on the importance of 'brand', and in this case, the Business Connexion brand. He aligns with the Business Connexion brand in that he is a leader in his space, with a strong, innovative brand that is consistent and progressive.”

Tlale made his debut in the fashion scene when he won the “2003 Best New Designer of the Year” by Sunday Times and Elle New Talent competition. Since then, he has won numerous awards and has showcased his designs at the Paris Fashion Week as well as Mercedes Benz New York Fashion Week, to name just a few.

“The launch of the Brand Pocket Book is part of the Business Connexion Internal Brand Education Campaign, which aims to turn Business Connexion employees into brand ambassadors, where employees will have access to the brand at all times. We are striving to focus on driving a better understanding of our brand, and how employees can become brand ambassadors by living the brand,” adds Hendricks.

The campaign started in November 2011 and has focused on areas such as the Business Connexion brand, vision, mission, values and the meaning of the payoff line, Connective Intelligence.

The main objective behind the Internal Brand Education Campaign was to simplify information about the brand in order to assist employees to understand how their role as brand ambassadors contributes to the greater Business Connexion vision.

“The ongoing education campaign equips employees with the tools to become brand ambassadors and 'live the brand'. Connective Intelligence is the essence of the way in which we do business. It describes who we are, how we work and how we measure our success. In order to deliver on this brand promise, we need to live it every day and in each connection we make with our colleagues, partners and our clients,” concludes Hendricks.