Practicing Organization Development: A Guide for Leading Change: A Third Edition

CREATING AN INTERNAL BRAND

A brand is a representation of uniform quality. It is as useful internally as externally, particularly so for staff functions such as OD. There are function brands (OD department) and individual brands (June Hudson, OD expert). Both brands are important, but particularly the latter. It requires building a reputation of excellence and relevance, no less so than manufacturing, finance, or sales. Here are the keys to effective brand creation for OD in both dimensions:

1. Meet regularly with key stakeholders to assist in defining needs (not merely reacting to them) and suggesting interventions.

2. Create both established and customized services. The former may be succession planning or career development help; the latter ...