Blogroll Internal Communication

Re-branding of Satyam weighs in on ‘values’ and ‘internal expertise’

heatheryoung Comments(2)

Quite interestingly, the re-branding of Satyam as Mahindra Satyam takes cues from ‘within’ – relying heavily on values and inherent strengths. This amplifies the role of internal communication and branding on how employees and external stakeholders perceive the company’s image.

Also important to note the emphasis on ‘internal’ attributes which the new entity defines as its core values – good corporate citizenship, professionalism, customer first, quality focus, and the dignity of the individual. Four out of the 5 values aim to draw energy from within.

Shrine
Shrine

The press draft outlined how Mahindra Satyam’s values tie in with Satyam’s fabled expertise. Even as it retains that part of Satyam’s identity which signifies commitment, purpose and proficiency of the organization and its people.

So while this is an excellent step to redefine what Mahindra Satyam embodies, translating these core values into tangible ideas for employees to understand is vital. With trust eroded due to the scam, it will require more than just leadership attention to get employees aligned to the new organization’s culture.

Some ways to help employees live the values are by articulating what each of the values mean in measurable actions, getting leaders demonstrate by their work and personal ethics, drive conversations on how employees understand the messages and finally by truly measuring how many of these messages are getting percolated in reality.

heatheryoung

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2 thoughts on “Re-branding of Satyam weighs in on ‘values’ and ‘internal expertise’”

  1. Agree, leadership demonstration is very important when it comes to values. Also its important to transliterate the values such that it is understood by one and all. There will be common values – articulated in different ways, its important to take time out to explain each one and how to apply them in real life situations.

  2. Great blog! Re branding of the new entity is an interesting issue. I agree values are the main source of energy for any organization. In this case building a culture based on shared values will be imperative to achieve the new vision. And value based leadership and change would be key to success. Thank you will visit more to read your other posts. 🙂

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