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Uniting Art and Sustainability: Meet Patricia Luchetta and Her Non-Profit, Charlotte in Red

Freddie August 24, 2023 Blog, Strategic branding BRANDING, empowerment, KNOWTHYBRAND, personal branding, PURPOSE

In the world of art, where creativity knows no bounds, lies a visionary with a passion for positive change. Patrizia Luchetta, an Italian name with unwavering determination, is the driving force behind an inspiring non-profit organization called Charlotte in Red. This remarkable initiative aims to address gender inequality in the art world while promoting sustainability through the captivating medium of documentaries featuring talented female artists.

Join us as we delve into the extraordinary work of Patricia Luquetta and explore the transformative power of art and sustainability.

-> Listen here

Art and Gender Equality

Patricia’s journey towards creating a bridge between art and sustainability began with her academic pursuits. Having studied human geography and environmental economics, she developed a profound understanding of the interconnections of societal issues and environmental concerns. Her passion for catalyzing positive change found its first expression during her involvement in a biotech project at the Ministry of the Economy. However, it was her subsequent foray into the world of ESG initiatives that truly ignited her fervor for meaningful transformation.

At the heart of Patricia’s pioneering endeavor lies Charlotte in Red, a trailblazing project that unites her love for art with her commitment to gender equality. This visionary initiative revolves around the creation of a captivating series of documentaries, each featuring the inspiring journey of a female artist. Through these visual narratives, Patricia aims to spotlight the persistent glass ceiling that hampers the artistic expression of women while igniting collaborative efforts to break free from its constraints.

To amplify the impact of these powerful documentaries, Patricia plans to present them on YouTube. This decision reflects her deep-seated belief in the power of online platforms to spark vital conversations and build a community of change-makers. Beyond merely showcasing artworks, the project envisions organizing roundtable discussions between artists and corporate partners, fostering a platform where art and sustainability converge to create a profound ripple effect.

Unveiling Talent and Transcending Boundaries

The process of selecting artists for the documentaries is a fascinating journey in itself. Patricia collaborates with talented filmmakers, weaving narratives that artfully portray the essence of each artist’s journey and creative expressions. The search for these brilliant talents spans far and wide, involving a blend of word-of-mouth recommendations and extensive online research. Additionally, chance encounters at art festivals have led to serendipitous collaborations, enriching the project’s scope and impact.

As you can probably tell by now, Charlotte in Red embraces a global perspective, transcending geographical boundaries to explore diverse art scenes. The project’s journey commences as a pilot in Patricia’s home country, Luxembourg, where the captivating artistic heritage sets the stage for a remarkable endeavor. From there, the project embarks on a cultural odyssey, with sights set on vibrant cities like Lisbon, Barcelona, Tel Aviv, Berlin, Istanbul, and Amsterdam. Each city offers a rich tapestry of artistic expression, cultural diversity, and societal challenges, providing a cross-cultural lens through which art, sustainability, and gender equality intersect.

But Charlotte in Red’s ambition also transcends the art world. Patricia and her team are on a mission to encompass all 17 UN Sustainable Development Goals, recognizing their profound interconnections. By weaving sustainability into the fabric of each documentary, the project aims to educate audiences about the pressing need for collective action to address critical issues such as poverty, gender equity, and inclusion.

Within this context, the concept of ESG emerges as a pivotal framework for assessing companies’ impact on these sustainability goals. Patricia underscores the significance of supporting developing countries in making sustainable transitions, while also urging companies to invest in female talent and embrace diversity on their boards.

Challenges and Opportunities

As with any noble endeavor, promoting sustainability and gender equality comes with its set of challenges. Patricia navigates these waters with resilience and creative thinking. She emphasizes the need to strike a balance between economic interests and sustainability goals, ensuring that progress remains sustainable in the long run. Overcoming resistance to change requires a steadfast determination, as well as the courage to challenge traditional norms.

In a bid to harness the power of art for social causes, Patricia advocates for conceptual collaborations between companies and artists. These partnerships extend beyond mere sponsorships for fundraising purposes and instead seek to promote meaningful awareness of social issues and transformative action.

To realize the full potential of Charlotte in Red, Patricia seeks the support of those who share her passion for art, sustainability, and gender equality. As the project takes flight, she invites individuals and corporations to contribute to this extraordinary journey. With unwavering determination and the collaborative spirit of like-minded visionaries, we can paint a vibrant canvas of creativity and conscious action, forging a brighter and more sustainable future.

Charlotte in Red stands as a testament to the transformative power of art, capable of catalyzing meaningful change in the world. As this extraordinary project unfolds its rich tapestry of narratives and collaborations, it beckons us all to join hands in weaving a harmonious fusion of creativity, awareness, and transformative action. Together, let us become catalysts for a future where art illuminates the path to sustainability and gender equality, leaving an indelible mark on the canvas of history.

Mastering Personal Branding: The Path to Authenticity and Confidence

Freddie August 16, 2023 Blog, Strategic branding BRANDING, empowerment, KNOWTHYBRAND, personal branding, PURPOSE

Today, we have a special treat for you as we dive into the world of personal branding from a different angle with the incredible Sandy Grisby, a multi-talented photograph er, and personal branding expert.

In our efforts to develop our personal brand, we must acknowledge that we live in a world where image and perception matter. And like with work on our brand strategy, also with our image it’s easy to fall into the trap of creating a fictional character to please others. However, Sandy urges her clients to understand their target audience without sacrificing their genuine identity.

By striking a delicate balance between audience perception and personal authenticity, individuals can develop a personal brand that resonates deeply with their key stakeholders. Sandy’s own journey in personal branding showcases the power of being genuine – a key aspect that has helped her connect with clients worldwide.

So, let’s explore the significance of authenticity, the power of natural photos, and the art of personal branding that stands out from the crowd.

Listen to this episode of our podcast here.

Authenticity – The Heart of Personal Branding

In the world of personal branding, authenticity is the North Star that guides every successful journey; it’s not about crafting a fictional version of yourself but revealing the true essence of who you are.

Authenticity is the foundation of a strong personal brand. Understanding your target audience is crucial, but never at the cost of losing your genuine identity. Finding that delicate balance is the key to building a personal brand that resonates with your audience and connects on a deeper level. And, as a true expert, Sandy does this through number of techniques and tricks she learned along the way

The Magic of Natural Photos. We all want to put our best foot forward, it is human nature, but Sandy cautions against portraying yourself in a way that might misrepresent who you truly are. The secret lies in making subtle adjustments to enhance your presentation while retaining authenticity. This is why, in today’s world where photo manipulation and filters are rampant, Sandy emphasizes the significance of natural photos in personal branding. When portraying oneself authentically, it’s essential to retain those unique features and imperfections that make us who we are.

Sandy’s expertise in retouching photos comes into play here, as she skillfully removes distractions without altering her clients’ core identity. The result is a collection of captivating and honest portraits that capture the essence of the individual. This natural approach to photography leaves a lasting impression on viewers, fostering a sense of trust and relatability.

Unveiling True Personalities. Another remarkable aspect of Sandy’s approach is her dedication to capturing not just an image but the very essence of a personality. By spending quality time engaging in Zoom calls and multiple interactions, she creates a deep connection with her subjects. Through these interactions, Sandy gets to the heart of her clients’ authentic selves, allowing her to capture genuine and captivating portraits.

This emphasis on understanding and unveiling true personalities sets Sandy apart in the personal branding arena. Her ability to capture the essence of her clients has earned her the trust and loyalty of high-profile individuals from diverse backgrounds.

Mastering the Art of Flattering Photos. Sandy’s expertise extends to creating flattering photos that genuinely represent her clients. Through techniques like using natural fake laughs and adjusting posture, she brings out the best in her subjects, empowering them to convey authenticity and charisma in every frame. By embracing natural features, such as crow’s feet, which represent genuine happiness, Sandy ensures that her clients’ images reflect their true selves. On the other hand, she advises against forced expressions like smirking, which can detract from authenticity and connection with the audience.

Embracing Change and Consistency

In the journey of personal branding, change is inevitable. As we grow and evolve, so does our personal brand. Sandy understands the importance of staying current and relevant, and she encourages her clients to regularly update their professional photos to reflect their present selves.

Whether it’s a new haircut, a change in weight, or simply the passage of time, these updates ensure that your personal brand remains fresh and recognizable. Consistency is a crucial factor in building trust with your followers, and by regularly refreshing your images, you solidify your authenticity and foster a deeper connection with your audience, you present a cohesive and authentic brand that resonates with your followers.

Sandy’s emphasis on updating photos is not about erasing the past; rather, it’s about embracing change and showcasing the growth and evolution in your personal journey. The ability to reflect these changes through updated photos demonstrates that you are present, actively engaged, and committed to being genuine with your audience.

As a result, your personal brand becomes a true reflection of who you are at this moment in time, allowing your audience to connect with you on a deeper level. Consistency in updating your professional photos reinforces your credibility and shows that you take your personal brand seriously.

Beyond maintaining relevance, updating your photos also offers an opportunity to tell a better story. Each image captures a moment in your life, and by curating a collection of images that reflect different phases and achievements, you craft a narrative of growth and success.

Also, keep in mind that personal branding is has a strong visually-driven aspect and your clothing choices play a pivotal role in shaping how you present yourself to the world. It’s no secret that what we wear can profoundly impact how we feel and how others perceive us. When it comes to personal branding, clothing goes beyond mere fashion choices; it becomes a language of self-expression. Your wardrobe is a canvas on which you paint your personality, values, and unique style.

Sandy’s approach to the fashionable side of personal branding is rooted in understanding her clients’ personalities, aspirations, and lifestyle. By diving deep into their preferences and exploring the styles that resonate with them, she empowers individuals to curate a wardrobe that not only enhances their image but also aligns with their authentic selves. With Sandy’s guidance, clients discover the power of clothes as tools for personal branding. A carefully curated wardrobe ensures that you present yourself in a way that aligns with your values and resonates with your target audience. By dressing authentically, you leave a lasting impression on others, empowering you to forge meaningful connections in both your personal and professional life.

Expression and Confidence in Personal Branding

But, to go back to the beginning – personal branding is more than just appearances; it’s about finding authentic ways to express yourself confidently. Sandy’s guidance goes beyond capturing stunning photos; she helps her clients discover their unique voice and style, enabling them to shine with authenticity and charisma in every aspect of their personal branding journey.

In the age of digital media and social connectivity, expressing yourself authentically is vital. Sandy understands that a genuine personal brand is one that connects with your audience on a deeper level. It’s not about imitating others or conforming to trends but about embracing your individuality and finding your own unique way to communicate. Embracing self-expression in personal branding empowers you to stand confidently in your truth. When you are authentic and genuine, your audience will naturally gravitate toward you. People are drawn to those who embrace their uniqueness, and by doing so, you create a genuine and lasting connection with your followers.

Confidence is the key that unlocks the full potential of your personal brand. Sandy understands that projecting confidence in all aspects of your branding journey is crucial. From photoshoots to public appearances, confidence exudes a magnetic energy that captivates and inspires.

Embracing self-expression and showcasing confidence are the cornerstones of personal branding success. Sandy’s guidance enables her clients to authentically connect with their audience, fostering meaningful relationships that transcend superficiality. By being true to yourself and communicating with sincerity, you build trust and loyalty with those who resonate with your true self.

Remember, personal branding is not about creating a persona or fitting into a mold; it’s about expressing yourself confidently and authentically. The magic of personal branding lies in being true to yourself and embracing your uniqueness.

Find out more about Sandy’s services here

If you need help to unpeel your unique superpower and develop a personal brand strategy contact us

Riding the Rainbow: Building Connections, Spreading Joy, and Creating a Better World through Donations

Freddie July 20, 2023 Blog donation, KNOWTHYBRAND, riding the rainbow, stats, Ukraine, women, women in boards, women in business

In a world often filled with negativity, there are individuals and organizations working tirelessly to make a difference and create a better, more inclusive world. In our latest podcast episode, we had the honor of meeting Emanuele Santi, the visionary founder of “Riding the Rainbow,” and Lena Shevchenko, a Ukrainian mother living in Luxembourg, who discussed their project’s journey toward inclusivity and the power of donations to positively impact lives.

The Birth of Riding the Rainbow

The story of “Riding the Rainbow” begins at the start of the war in Ukraine when Emmanuel and his team started giving away bicycles to young refugees. Witnessing the joy and emotional connection these simple gifts brought to the children, they realized the potential to create something much bigger and more impactful. They decided to go digital and developed an app that allows people from all over the world to donate and establish connections with refugees.

The importance of these emotional connections go beyond material possessions. The Riding the Rainbow app is not just about giving away items; it’s about fostering empathy and understanding between donors and recipients. The app enables users to donate various items, such as toys, books, electronics, and bicycles, which hold emotional significance and create a sense of familiarity and support for those in need.

Riding the Rainbow is a powerful testament to the impact of connecting people and the importance of involving younger generations in acts of kindness. The Riding the Rainbow app provides a platform for people to connect personally with the recipients of their donations. By meeting and understanding each other’s stories, donors and recipients alike feel less alone in the world, creating a sense of gratitude and support. The app is now operational in eleven countries, impacting the lives of over 800 kids.

Lena Shevchenko’s Remarkable Efforts

Lena Shevchenko, a refugee from Ukraine, shared her own experiences since arriving in Luxembourg. Despite finding safety, she remains deeply concerned about the war’s devastating effects on children back home. Driven by her strong personality and organizational skills, she became a volunteer, extending a helping hand to the army and those struggling to survive in the most tragic areas of Ukraine. Her dedication has touched the lives of around 40 people, assisting them in integrating into their new home in Luxembourg.

Beyond her volunteer efforts, Lena went above and beyond to make a difference. With a compassionate heart, she developed an application – a personal online course – to support Ukrainian moms who have no internet access or electricity. Her goal was to provide them with valuable educational and entertaining content, shielding their children from stress and ensuring their psychological well-being.

Living in Luxembourg has been a blessing for her. The incredible warmth and empathy of the people she has encountered there have left a profound impact on her heart. She is deeply grateful for the support and love she has received from these amazing individuals.But despite finding comfort in Luxembourg, her heart remains heavy with concern for her homeland. The ongoing war continues to take its toll on innocent lives, and Lena’s thoughts are never far from the people suffering back in Ukraine. It’s as if she leads two lives – one in Luxembourg, surrounded by love and care, and another in a world constantly torn apart by conflict.

Through her experiences, she has shown that kindness transcends borders. Her commitment to helping others, no matter the distance, is an inspiration to all.

How You Can Get Involved

Through Riding the Rainbow, people have the opportunity to form connections and better understand the struggles and triumphs of others, fostering a sense of gratitude and support.

Here are the steps you can take to get involved today:

Download the Riding the Rainbow app from their official website to participate in this transformative project.
Encourage others to use the app and donate unused items, such as bicycles, toys, books, electronics, and more, to make a difference in the lives of refugees and vulnerable migrants.
Advocate for the integration of technology platforms like the Riding the Rainbow app to foster empathy and understanding among individuals from diverse backgrounds.
Support the mission of Riding the Rainbow by spreading awareness and exploring opportunities for collaboration or support from organizations interested in promoting inclusivity and creating a better world.
Involve children in acts of giving back by encouraging them to use the app and witness firsthand the impact their donations can have on someone else’s life.

So, it’s time to hop on this rainbow ride of spreading love, care, and support. Are you ready to make a difference? Download the app, spread the word, and let’s change lives, one small act of kindness at a time. Together, we can truly make this world a better place!

Is the fight for gender is an old story? Busting some myths

Freddie July 10, 2023 Blog, Gender Equality KNOWTHYBRAND, stats, women, women in boards, women in business

“I didn’t realise women were having it hard these days (sardonic smile)”

“Once when I was a manager I was told to promote only a woman”

“You work in gender inclusion? (Eyes rolling) cool.”

If I had a cent for every time I’ve been told the the fight for gender is an old story, that nowadays women have it easier than men, that all board positions are now for women only etc… I would be able to dive into my personal money pool like Scrooge McDuck.

Instead let’s look at some numbers:

Women are 50% of the world’s population, and gave birth to 100% of the world’s population.

And yet:
As at March 2023, women only occupy 28.9% of board positions (and 78% of the seats gained by women are new seats, not a replacement of men or retired men)

As of 2020, women accounted for approximately 28.3 percent of all managerial positions worldwide

Just in case you think that after all this is not so bad, imagine buying a bottle of wine with a friend, you split the bill 50% but you only get less than 1/3 of the bottle. Would it be fair?

Across all regions of the world, women spend on average between three and six hours on unpaid care activities, while men spend between half an hour and two hours

Approximately 1 in 3 women will experience sexual violence in their lifetime, with 7% of those women having experienced rape or attempted rape.

40% of managers avoid hiring younger women to get around maternity leave

So, yeah, the journey is still long and if at times it feels that women get it easier it’s only because they are getting it easier, easier that 50 years ago.

One final thought when people say: I don’t care about gender, I just want the best person for the job… Agree 100% but does every person have the same opportunities to be the best person? Because if we keep supporting only the same type of people, those who don’t fit the bill will never get a shot at showing that they can be the best person.

Time to change the narrative! If you need help driving change in your organization, or if you invest in companies and want to help them change, please contact us KnowThyBrand has an increasing portfolio of happy customers who have decided to be the change they want to see.

From Yoga Teacher to Mother Trucker Yoga: A Journey of Purpose and Success

Freddie July 4, 2023 Blog, Gender Equality female entrepreneur, inspiration, KNOWTHYBRAND, mission, niche marketing, women, yoga

In this podcast conversation, we had the pleasure of chatting with Hope, a remarkable woman who took a leap of faith and transformed her career from being a traditional yoga teacher to establishing her very own successful business called “Mother Trucker Yoga”. We dug deep into her journey, exploring the challenges she faced and the incredible decision-making process that led her to discover her true calling: providing truck drivers with unique yoga and wellness solutions.

Discovering Yoga’s Healing Potential

Hope’s incredible adventure began with her personal battles against addiction, depression, and anxiety. Feeling lost and uncertain, she stumbled upon yoga as a powerful tool for finding solace. As she immersed herself in yoga classes, Hope experienced a profound transformation in her life. She conquered her struggles and unearthed a deep-rooted passion for yoga. Fueled by unwavering dedication and her newfound expertise, she embarked on a journey to become a yoga teacher, establishing her own studio and touching the lives of countless individuals through the transformative practices of yoga, meditation, and mindfulness.

The Quest for Authenticity and Fulfillment

Despite achieving remarkable success in the yoga industry, Hope couldn’t shake off a persistent feeling of disconnection. She candidly shared that she yearned for something more profound, a sense of authenticity that was missing from her life. Driven by her determination and a willingness to listen to the signs from the universe, Hope actively sought guidance and clarity on her next steps.

The Serendipitous Encounter: A Fateful Conversation

Hope recounted a life-changing moment she had at a business mixer. Engaging in an animated conversation with a stranger, the topic of yoga for truck drivers unexpectedly surfaced. In a lighthearted exchange, Hope jokingly coined the term “Mother Trucker Yoga,” injecting humor into the dialogue. To her surprise, the stranger displayed genuine interest and proposed a potentially transformative business partnership. Intrigued and inspired by this unforeseen opportunity, Hope saw it as the answer to her heartfelt search for a new direction.

Serving the Unique Needs of Truck Drivers

Hope went on to explain how she transitioned from the yoga industry to dedicating her efforts to truck drivers, and the tremendous success she achieved with her business. With keen insight, she recognized a glaring gap in practical and tailored health and wellness solutions for truck drivers within the industry. Leveraging her extensive knowledge of yoga, Hope saw an opportunity to develop yoga, flexibility training, mobility exercises, and mindfulness techniques specifically designed to address the distinct challenges faced by truck drivers.

The Power of Focused Targeting and Niche Marketing

In the end, Hope emphasized the importance of unwavering focus and truly understanding the unique problem she aimed to solve for her target audience. Initially, she grappled with the fear of narrowing her marketing efforts exclusively to truck drivers, worried about alienating a potentially larger market. However, by staying true to her mission and wholeheartedly targeting truck drivers, she found her path to success.

Guess what? It paid off big time! Not only did her brand gain credibility, but it also caught the attention of other industries. Imagine pilots approaching her, expressing interest in her work and seeking similar solutions. Talk about reaching new heights!

The Importance of Stepping Out of Comfort Zones

Our conversation concludes with a powerful acknowledgment: finding fulfillment and success often requires stepping out of our comfort zones, taking risks, and staying true to our passion and expertise. Hope’s journey serves as a poignant reminder of the significance of self-reflection, recognizing when something doesn’t feel right, and actively seeking opportunities that align with our true calling.

Hope’s story is an inspiring testament to the transformative power of following one’s intuition and pursuing a path that resonates with the core of our being. So, the next time you find yourself at a crossroads, unsure of where your journey may lead, remember Hope’s extraordinary story. Embrace the courage to venture beyond the familiar, trust in the signs that the universe sends your way, and let your passion guide you toward a purposeful and fulfilling path. Just like Hope, you might discover a whole new world of possibilities, waiting to be explored.

Listen to the full episode here or on wherever you listen to your favourite podcast

Emigrant spouses and the loss of female talent

Freddie June 7, 2023 Blog, Gender Equality expat life, KNOWTHYBRAND, relocation, talent, trailing spouses, women

In an age where employees are reconsidering their relationship with work, companies may find themselves struggling to attract and retain the best talent. This is particularly true in Luxembourg were this shortage of talent is a recognised challenge amongst most businesses.

Today, when choosing an employer, traditional benefits like job stability and high salaries are no longer the only aspects taken into consideration by job seekers. Instead, a company’s culture, the flexibility offered, work-life balance, career and personal growth opportunities are taking an ever more important role in the decision to join or stay in an organisation for employees, regardless of age and experience.

In addition to this, (un)intentional roadblocks for underrepresented talent (women and minorities), significantly reduce the pool that companies have access to.

For instance, according to McKinsey the shortage of tech talent in Europe, a big component of the European tech weakness that translates into lack of competitiveness, could be solved if companies could tap into female tech talent. Unfortunately, that’s easier to said than done.

This is just one example where employer branding can make the real difference between companies.

What is employer branding?

In a very nutshell, employer branding is the reputation that your company has as an employer.

Employer branding relates to the perceptions that current and potential employees have of working for your company and, naturally, it influences the choices that job seekers and employees make.

However, a dangerous misconception about employer branding is that this should simply be about the process of “influencing and managing perceptions about your organisation”. A quick search on Google will show just how many articles are written offering this approach.

While the ultimate goal of an effective employer branding is to make a company more attractive to talent, businesses that limit their efforts to working on external impressions miss an important opportunity to significantly improve their internal culture, with all the proven benefits that come with having a positive company culture.

How do you develop a strong employer brand?

1. Define your value proposition

The very first thing that a company that is serious about employer branding
should do is to take a sober look at itself.

Those famous mission statements, the values of the companies that are so fervently advertised, do they really resonate with the employees? Do employees know, understand and, most importantly, believe in what the company stands for?

Whether the company’s positioning, its values, mission, vision etc are already formalised or not yet, it’s critical to work on your value proposition before launching into any employer branding exercise

Importantly, reviewing or defining a brand positioning and value proposition is not something that can be done by a department in isolation. All levels of the organization need to be involved, from the C-suite to the most junior employees.

2. Define your target audience

Two areas in particular should be explored:

->What workforce the company needs to succeed: Who are they and what matters to them (i.e. what they are looking for when they apply for a job with the company, what the company offers in return for their talent)

-> Gauge employees feeling towards the company’s brand:

Feelings about their journey with the company
Do they feel like an active part of the company results?
Do they understand what is their role in making the company successful?
Is the company recognizing their efforts in a way that resonates with them?

3. Develop your EVP (Employee Value Proposition)

Once your external and internal value proposition is defined and your audience defined, you will be in a good place to create an EVP. This is a formal document that clearly articulates expectations and rewards, complementing and enhancing the company’s values in order to help aligning the company’s and the employees’
goals and expectations.

However, creating documents like the EVP and believing that the job is done is not enough. The EVP is only as good as its implementation. Only by fully embracing the EVP will you, your managers, your employees, and ultimately your company succeed. The EVP and its key elements must impact on the whole employee journey, from recruiting advertising, to induction, training, quarterly and yearly review through to the alumni phase.

4. Communicate your brand

Based on the EVP you can then create a strong employer brand message: Develop a clear and concise message that communicates your value proposition and resonates with your target audience. Your message should be consistent across all communication channels and reflect your company’s culture and values.

Additionally, leverage social media and digital channels to showcase your company culture and share employee stories. This can include blogs, videos, podcasts, and social media posts.

Finally, encourage your employees to participate in your employer branding efforts. This can include employee advocacy programs, social media campaigns, and employee referral programs.

5. Measure your results

Track your progress and measure the success of your employer branding efforts. This can include metrics such as employee retention rates, employee engagement, and candidate conversion rates.

Also ensure to create two-way communication channels with your employees to ensure that the company’s value proposition and culture are working as expected and that yours is in affect an inclusive company where everyone can grow and thrive.

Creating a strong employer brand takes time and effort, but it can pay off in attracting and retaining top talent and building a strong company culture.

At KnowThyBrand we have over 10 years of experience working with organisations to help them develop an effective and strong employer brand. Contact us at hi@knowthybrand.com to find out how we can help your business.

Employer branding: your secret weapon to attract talent and improve diversity & inclusion at work

Freddie March 6, 2023 Blog, Gender Equality, Strategic branding employer branding, inclusion, KNOWTHYBRAND

What is employer branding?

How do you develop a strong employer brand?

1. Define your value proposition

The very first thing that a company that is serious about employer branding
should do is to take a sober look at itself.

2. Define your target audience

Two areas in particular should be explored:

-> Gauge employees feeling towards the company’s brand:

Feelings about their journey with the company
Do they feel like an active part of the company results?
Do they understand what is their role in making the company successful?
Is the company recognizing their efforts in a way that resonates with them?

3. Develop your EVP (Employee Value Proposition)

4. Communicate your brand

Additionally, leverage social media and digital channels to showcase your company culture and share employee stories. This can include blogs, videos, podcasts, and social media posts.

Finally, encourage your employees to participate in your employer branding efforts. This can include employee advocacy programs, social media campaigns, and employee referral programs.

5. Measure your results

Track your progress and measure the success of your employer branding efforts. This can include metrics such as employee retention rates, employee engagement, and candidate conversion rates.

Creating a strong employer brand takes time and effort, but it can pay off in attracting and retaining top talent and building a strong company culture.

Unilever drops the ‘normal’ from its products and that is for a greater good

Supergiu89433 January 6, 2022 Blog, Gender Equality, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND, PURPOSE

Learning from the successful repositioning of its sub-brand Dove, Unilever is changing its approach to beauty. A bold move, and a very much welcome one.

Unilever drops the normal from its beauty products
Looking at the commercial perspective, the greater majority of woman that we see in the adverts have been modified or ‘photoshopped’ to fulfil the fake idea of ‘’beauty’’.

However this year brought some positive news: Unilever, one of the world’s largest consumer goods manufacturers and the owner of well-known brands such as Simple, Sunsilk and Dove committed to removing the word ‘’normal’’ from the whole range of its beauty and personal care brands’ packaging and advertising.

The move comes after a new research conducted by Unilever among Millennials revealed that 74% of people want the beauty and personal care industry to reflect a boarder definition of beauty.

In addition, the COVID-19 pandemic shaped new consumer and market trends: according to Global Beauty & Personal Care Trends 2021, beauty routines are now also used to combat stress and anxiety by bringing normality during uncertain times. Considering this factor, the appearance of “normal” is likely to become a contradiction of the impending era of self-acceptance. A result? A shake in the future strategic planning for many brands.

The report also highlighted that a brand value proposition is becoming measured by quality, meaning the impact of the purchase is seeing as a decisive factor. Consumers are directing their loyalty towards brands which can reflect on their individual lifestyle needs.

While this is a welcome movement,the question that comes to mind is ‘Why so late Unilever?’

In 2004, Dove launched a revolutionary campaign: The Dove Campaign for Real Beauty. The company decided to tackle the unrealistic interpretation of beauty after findings of major global study, The Real Truth About Beauty, revealed that only 2% of women around the world would describe themselves as beautiful. As a result, their primary message of Dove campaign was to celebrate woman’s uniqueness by creating ads that feature real woman and change their perception of beauty.

The well-developed campaign led to serious conversations on an international level about beauty, stimulating one of the most powerful marketing forms: world of mouth. It led to enormous media exposure, resulting in 700% uplift in sales but most importantly, it created a very clear place for Dove in consumers’ hearts.

Previously seen as unchanging and boring, Dove successfully repositioned itself from beauty brand to a personal care brand. Further, it formed a perfect platform on which they launched a number of new products such as hair care and shower gels.

Over the years, Unilever shifted its strategy from a silent parent-brand to an endorsed parent-brand, implying a stronger association of their own image with its sub-brands. This allowed them to build endorsement credibility for its individual brands and supported the process of their differentiation. So-called ‘’adding vitality to life’’ strategy began through a simple process of adding Unilever new logo design to every product followed by the restructure of their recruitment processes and employee trainings.

In other words, Unilever has logically planted a “vitality” seed in their operations which is slowly starting to flourish under the evolving era of unrealistic beauty standards.

To determinate the strength of a parent-brand it is worth to consider its brand equity through the impact on customer’s interaction and loyalty with its sub-brands. Dove was the one that efficiently detected and exploited potential market niches which gave their purpose a real meaning. They achieve this by building their consumers’ trust and a sense of a community that aims to fight for every individual self-acceptance. They continue to add value not just to the lives of its customers but to the whole society following their cutting-edge campaigns such as “Evolution” and “Real beauty sketches”.

Therefore, should their ability to learn be seen as a critical resource that enhances the effectiveness of the whole group performance?

Undeniably!

Unilever has also been undertaking an advancing growth strategy by acquiring more brands, particularly in the premium beauty sector. With the expansion of their business comes the incredible market opportunities, allowing companies to share and obtain their knowledge. But more importantly, with expansion comes the power of predominance. And just like some plants that produce structure to outcompete other species for dominance in order to adapt to life on land, Unilever have the potential to change lives of many people.

Understanding and pursuing our own purpose has never been so crucial as nowadays and this also strongly relates to brands. Since their future strategic approaches concerning the era of “normal” beauty are bound to grant us either empathy or relentless fantasy.

At the end of the day, we all should ask ourselves one question:

What does real beauty mean to me?

WRITTEN BY DOROTA RUBAZEWICZ

Dorota is a Council Development Associate at GLG and a member of KnowThyBrand advisory board where she brings her dedication and support as well as her contributions to the company’s efforts for gender equality.

Profit with purpose

Supergiu89433 September 9, 2020 Blog, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND, POSITIONING, PURPOSE, PURPOSE-LED BRANDS

In this video, I explain the importance of purpose, how purpose supports the bottom line, how to find your purpose and the importance of having a positive impact.
Simon Sinek famously said: it all starts with WHY. I encourage you, as a company, a CEO, a decision-maker, even as an individual, to look for your purpose, the WHY you do what you do.
Study after study has shown that brands with a clear purpose are more successful, they are able to attract and retain talent as well as clients. Society expects companies to have a purpose beyond making money and today companies have an opportunity to use their purpose to have a positive impact on the society and communities they operate in.

Brand mood board: what it is, why you need it, how to build it.

giulia July 25, 2020 Blog, Strategic branding BRAND VISION STATEMENT, BRANDING, BRANDS WITH PURPOSE, KNOWTHYBRAND

Often used by brand designers, a mood board is a tool to define and communicate the essence of a brand. In a nutshell, a mood board comprises of a collage of images, text, font types, colours that represents the key elements of a brand.

However, in recent times, more and more often brand mood boards are also used by brand strategists to go beyond the brand’s visual identity and identify the essence of a brand and what the brands stands for.

Why do I need one?

Brand mood boards have various applications:

Visual identity: your logo, colours, imagery, texture, typography, and creative designs. Going through the exercise of researching and selecting what truly represents your brand will help you with the design of your logo, the selection of the right font type for your communication, and the creation of a visual story for your brand. Importantly, it will also help guide graphic designers when working for your brand to understand it and deliver designs that are fully on-brand.

Strategic Identity: brand mood boards are also essential in helping you define what your brand stands for: visually displaying the values and purpose of your brand, beyond the carefully crafted words of your brand positioning, can elevate the message your brand carries. And at times, it can bring interesting surprises!

Case study: I was recently working with a team of managers and I asked them to write down what their brand stands for. Only technical words and professional sentences were provided by all participants; if we had stopped at that we would have ended up with an almost soulless brand. But when I then asked them to visually represent that same brand, all of a sudden the true purpose of the brand came to life, well beyond the technical benefits that the company offers. Why? Because humans are visually-oriented: we understand and process images faster and better than words.

Brand alignment: Your brand is only as good as they way it is delivered. It’s easy enough to state what your brand stands for, but how do you ensure that when your audience interacts with your brand, they truly experience what you promised? Getting together your teams and asking them to create mood boards that represent what they perceive your brand to be will help bring to the surface and address misalignments to ensure that your brand will be truly delivered at any touch point.

How to I build one?

The are several steps that you should follow before starting to work on your brand mood board, from understanding your audience, to market analysis, to brand positioning. Once you have done that, you can choose between several approaches. You could go old-fashioned with a physical board made with images and text from magazines, or go digital using programs like Canva and Pinterest. You can also choose to use existing images or to take pictures yourself.

Personally, my preferred approach is the old fashion physical board but with a slight twist: I provide only a certain number of magazines for the clients to use. In my experience this encourages creative thinking and really helps participants to think about the meaning of the brand.

Importantly, unless you are a sole entrepreneur, I would strongly encourage you to work on your brand mood board with your team, as this can spark conversations about your brand and can really help distill your brand essence.

To help you set up a mood brand session (and keep my kids entertained while I try to work from home!) I created the following step by step guide. Enjoy!

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