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The Power of Safety Branding

Updated: Dec 17, 2023

The perception of safety within an organization crucially influences how employees engage with safety programs. Drawing parallels from marketing, where branding is key to product perception, safety initiatives can significantly benefit from similar branding techniques. Safety branding is about creating a unique identity and perception for safety efforts within an organization. This strategic approach can notably improve safety performance, enrich the safety culture, elevate employee engagement, and enhance the overall experience of participating in safety activities. Let's dive into the concept of safety branding and its potential advantages.


Understanding the Existing Safety Brand

Before embarking on a rebranding journey, it's vital to understand the existing safety brand perception among employees. This existing brand, intentional or not, shapes how employees view safety. To gauge this, consider asking:


  • What are employees' perceptions of current safety efforts?

  • Where does safety stand in the hierarchy of organizational priorities?

  • Do leaders authentically embody safety commitment?

  • Are safety trainings engaging and practical?

  • Do safety meetings feel impactful or just procedural?

  • What drives employee participation in safety initiatives?

  • Are safety metrics showing progress or stagnation?

  • How effectively is safety data communicated?

  • Is safety perceived as a serious concern or just a formality?


Shaping the Ideal Safety Brand

Once you have a clear understanding of the current safety brand, focus on defining the desired perception:


1. Brand Awareness: Establish a visual identity for your safety brand with a distinctive name, logo, tagline, and colors. These should evoke the emotions and perceptions you want associated with safety. Use them consistently across workplace signage, communications, and meetings.


2. Brand Association: Determine the values and qualities you want linked to your safety programs. You could brand safety as a collective responsibility, a proactive fight against hazards, or as a symbol of organizational care and integrity. Aligning your safety brand with established, respected brands can reinforce these associations.


3. Brand Trust: Building trust in the safety brand is critical. Visible progress towards safety goals and steady improvements can solidify this trust. Leaders need to be consistent in their safety messaging, invest in safety improvements, and lead by example.


4. Brand Parity: Balance safety with other organizational priorities. While safety is crucial, positioning it as the sole priority can create conflicts. Branding safety as a peer to other priorities like quality and productivity ensures a holistic approach to organizational excellence.


Safety branding in the oil and gas industry is more than a marketing strategy; it's a comprehensive approach to reshape how safety is perceived and experienced within an organization. By thoughtfully crafting a safety brand, organizations can boost safety performance, foster a positive safety culture, and encourage deeper employee engagement. Start by understanding the current safety perception, then strategically build a brand that reflects your safety aspirations. Safety branding is a powerful tool to embed safety as a core value in your organization's DNA.

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