Fast food giant Kentucky Fried Chicken has put the iconic Colonel at the heart of its employee engagement strategy.
Speaking this week at engage 07’s conference in London, Karen Russell, people director at KFC, told delegates how they translated strategies into key words and visual icons. Using a layered approach with the Colonel at the heart, five pillars with associated pictures were rolled out:
- Taste
- People
- Service
- Restaurants
- Success
The icons are used to create a visual shorthand to display what the company stands for and its values, said Russell:
“The more disparate your audience, the more you will benefit from a strong visual brand communication. A brand is a living thing, consistency doesn’t mean immobility – keep building key messages in a relevant and innovative way,” she said.
