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  • Writer's pictureLeverage Safety

The Power of Safety Branding

Updated: Jul 17

In the realm of safety, the way people think about it has a significant impact on how they respond to safety programs both mentally and emotionally. Similar to how marketing professionals create brands for products, organizations can apply branding principles to their safety initiatives. Safety branding involves creating a distinct identity and perception surrounding safety efforts within an organization. By strategically branding safety, organizations can improve safety performance, enrich safety culture, boost employee engagement, and make participation in safety activities more rewarding and satisfying. In this article, we will explore the concept of safety branding and its potential benefits.

Before rebranding safety efforts, it is essential to understand the existing safety brand within the organization. Even if a brand hasn't been intentionally developed, it still exists in the minds of employees. To gain insights into the current safety brand, ask questions such as:

  • How do employees perceive the current safety efforts?

  • Where does safety rank among organizational priorities?

  • Do leaders genuinely demonstrate commitment to safety or merely pay lip service?

  • Is safety training engaging and valuable, or is it perceived as boring?

  • Do safety meetings contribute to a safer work environment or are they seen as mere checkboxes?

  • How do employees decide to participate or not participate in safety initiatives?

  • Are safety indicators improving, declining, or remaining stagnant?

  • Is safety data effectively communicated?

  • Is safety treated seriously or seen as a joke?

Once the current safety brand is understood, organizations can determine their ideal safety brand. How would they like employees to perceive safety efforts, and how should they respond to them? Consider the following factors when shaping the ideal safety brand:

  1. Brand Awareness: Begin by visually defining the branding elements such as name, logo, tagline, graphics, and color schemes. These elements should effectively communicate the desired emotions and perceptions associated with safety. Display them prominently in the workplace, incorporate them into written communication, and reinforce them in safety meetings. Repetition is key to establishing brand awareness.

  2. Brand Association: Decide what values and qualities you want people to associate with your safety programs. You can brand safety as a team sport, a war on accidents, a demonstration of care, thoughtfulness, or competitiveness. Align the safety brand with well-known brands that embody similar qualities to reinforce the desired associations.

  3. Brand Trust: To build trust in the safety brand, it is crucial to demonstrate sincerity and practicality in safety efforts. Visible progress toward safety goals and consistent improvement reinforces trust and motivates employees to participate. Leaders must stay on message, invest resources in safety improvements, and lead by example to build and maintain trust in the brand.

  4. Brand Parity: Consider the relationship between safety and other organizational priorities. While safety should be a top priority, declaring it as the highest priority may lead to conflicts in decision-making. Brand safety as equal to other priorities such as quality and productivity to establish parity. This approach ensures that safety is not compromised and enhances the overall safety efforts and results.

Safety branding is a strategic approach to shape perceptions and emotions surrounding safety programs within organizations. By deliberately creating a safety brand, organizations can enhance safety performance, cultivate a positive safety culture, and foster employee engagement. Understanding the current safety brand, defining the ideal brand, building trust, and establishing parity with other organizational priorities are crucial steps in effective safety branding. Embrace the power of safety branding to unlock new levels of safety excellence and make safety a fundamental value within your organization.

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