---
title: "Who 'brands' their performance process? | Crewmojo"
description: "Companies are increasingly using branding to make performance processes more positive, with many re-naming them to reflect their organisation's values."
source: https://www.crewmojo.com/newsletter/who-brands-their-performance-process
published: 2023-08-17
generated: 2026-11-10
---

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# Who 'brands' their performance process?

[Mark Lewis](https://www.crewmojo.com/authors/mark-lewis)17 August 2023

## The Branding Wave: Making 'Performance' a Positive First Impression

It's a trend we've seen gaining momentum over the last couple of years.

Branding is a powerful way of shifting any negative association with the 'performance' word and often anchors the process in organisation values.

Our customers are making performance a positive 'thing' through branding and carrying that theme through each component of the experience.

## Anchoring the Vibe: How Our Customers Are Rocking Performance

Some examples we've seen 'performance' re-named as:

-   Achieve @ ....
-   SHINE @ ...
-   People Excellence @ ...
-   Mojo @ ...
-   Ambition @ ...
-   Grow & Perform @ ...

What do you call performance at your organisation? Would love to know.

Want to talk through what this looks like for your organisation?

[Book a demo](https://www.crewmojo.com/demo)

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