PANERA BREAD: AN EMPLOYER BRAND CASE STUDY   THE RELATIONSHIP: The most knowledgeable industry professionals agree the most successful organizations know who they are—and who they are not. As a company with a let’s-celebrate-warmth corporate culture, Panera Bread was searching for a brand to blend in yet stand out. Inspired by Panera Bread’s warm culture, Alstin’s teams developed an employer brand that showcases the very essence of the organization. “Warmth…Make It Your Business” focuses on hands that are gently releasing the warmth from a loaf of artisan bread. THE RESEARCH: In developing a culture-reflecting brand, research comes first. Some of Alstin’s top talent flew across the country to participate in Panera Bread’s “Planet Bread” employee orientation seminar and “Family Reunion” vendor convention. Alstin’s account executives, designers and copywriters spent hours devouring Panera Bread’s mouth-watering Web site. Our team also visited a local bakery-café for taste testing (delicious!) and to investigate interior space for branded collateral pieces. THE BRAND: When it comes to branding, consistency is absolutely essential. With the introduction of “Warmth…Make It Your Business,” Panera Bread and Alstin Communications set the stage for a memorable and highly effective recruitment advertising campaign. The new brand is now used in a variety of ways to help communicate the message to individuals who are ready to surround themselves with fresh food and great people in a friendly work environment. Back