The BRAND Behind HCL: Case in Focus

Next time if you see “Our Numbers do the talking”, do not get perplexed because you are banking on HCL. A lot of interesting ads reflect HCL’s brand image and brand value. When it comes to HCL, it just does not talk about the product HCL but also the most important aspect of HCL i.e. its employees. When it comes to the ad, the “tell-the-world” focus actually began, when HCL initiated Project Heartbeat to create a unified HCL brand. Four months into Project Heartbeat, HCL launched its "Fearless" campaign, focusing on the heritage of the company. The company has also been implementing internal changes to drive home the new brand architecture. The HCL logo has been cleaned up and streamlined; it's now a deep blue name minus the earlier sidebar. All business cards now say HCL. HCL believes in delivering its brand to its employee in a fashioned way. As HCL recruits near about 10,000 people every year, it makes it a point to tell its employees what HCL do? The highly visible 0 and 1 ad of HCL has already created a lot of positive reactions in the ad atmosphere.

As I said, behind the Brand Building exercise of HCL, employees also play a major role. HCL believes in creating employee delight rather than creating employee satisfaction. Employer branding reflects the work culture in an organization. Therefore, it is of much significance. Through right branding, the company can recruit the best talent and reinforce its positioning amongst its employees. HCL’s brand value signifies “exuberance” and they are in the making of “Force of One” campaign that signifies innovative attitude and the ability to individually make a difference.

Next time, if you think to create a BRAND, well think of HCL.