Question

Topic: Branding

Internal Documents & Branding

Posted by Anonymous on 6/10/2009 at 5:54 AM ET 100 Points
Hi all,

We're a small IT company and I was asked to produce an internal document explaining to the staff why it is important to use the correct document templates, fonts, etc and make sure everything we produce is in line with our brand guidelines - even for internal documents.

We're in process of revising our brand, so the timing to get get things right is spot on.

We in marketing, of course, understand why it's important, but so far we struggled to sell the idea to the staff (many computer geeks!) and I was wondering if there's any online resources that talk about it or if someone had to do the same and has some tips.

Any advice is highly appreciated.
Thanks!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Gary Bloomer on 6/10/2009 at 7:19 AM Member
    Dear Specificus,

    I feel your pain, truly I do.

    But just to clarify something here: you're not branding, you're applying corporate identity guidelines.

    To get your internal clients to buy in, talk to them about computers.

    Would they send one program off into the world in one computer language and an add on to that same program in another computer language?

    No, of course they wouldn't.

    The key here is to plant seed of consistency in image, in the same way they'd write code that's consistent in its purity. Or in the same way they'd put the same kinds of RAM into a PC or a Mac to expand its memory.

    Would they mix and match RAM? No. No workee!

    Or let's put it in terms of a computer game. Your internal nerds (whoops, I mean, "clients") would probably each be the same character every time. So why switch between a witch here, a dragon there, a knight over there, and a lamp post somewhere else? I don't play computer games. You can tell, can't you?

    To morph the World of Warcraft character hither and yon dilutes the purity of the character's image, power, and position in the game.

    Likewise with logos and templates that get mucked about with.
    Not good.

    So, to recap, by using analogies they understand and you stand more chance of winning them over.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA


  • Posted on 6/10/2009 at 7:47 AM Author
    Hi Gary,

    You're right, of course - it's about corporate identity.

    That's an interesting approach, and the one I think may be rather well received (people do remember things like that!). We do, however, have other departments in the organisation - our sales people, for example, or finance. These are, on the contrary, not very geeky and often it doesn't occure to them that chossing a template is a matter of two clicks.

    How do we create a habit in people in applying correct templates? How do we explain an importance of the consistent corporate identity across all communications, from email to word documents and excel spreadsheets?

  • Posted on 6/10/2009 at 8:20 AM Author
    Hi Phil,

    Valid point, and of course we'll do some form of that, saying that it's the new policy and it will be enforced, but I do believe getting people on our side is important (oh, you know, the IT vs Marketing stuff!) and explaining why something is done is too, especially when you have so many bright people working for your organisation: they do like to told why!

    I must say, we tried enforcing something once, without explaining the "why" bit, and it didn't work well.


  • Posted by Markitek on 6/10/2009 at 8:39 AM Accepted
    It's an operational issue, one that techies face every day. You're suggesting nothing more than that they adhere to the same processes and principles that they themselves adhere to.

    When they code, they have standards. including how they annotate/comment their code, how they structure it, how the code base is organized so progammer A can reliably use the work of programmer B, etc. They ensure that they don't duplicate effort (e.g., that two coders don't each write their own print routines).

    When you brand, you have standards, including style guidelines (eg active v passive voice), graphical standards (eg color specifications), how you structure your work product, how you make content available for repurposing (eg taking data sheet info and turning it into web site content).

    The benfits are quality of work product, cost of creation, efficiencies of resuability, and (perhaps most importantly) ongoing cost of maintenance.

    Focus them on that rather than abstract concepts. it's also relatively simple to demonstrate this with project management lanugage: time, resources, and dependencies. Standardization saves time, conserves resources and removes dependencies from any project.
  • Posted by Gary Bloomer on 6/10/2009 at 8:56 AM Accepted
    Dear Specificus,

    Hmm? As for sales and finance people?

    Use sales and finance analogies: How do you create a habit in people in applying correct templates? Make a game of it. Reward people with a day off. A bonus. A bauble of some kind.

    You explain the importance of consistency in corporate identity across all communications by again, talking to these people in terms that apply to them.

    And if all else fails, there's always the benevolent dictatorship approach: that the floggings will continue until morale improves.

    Seriously, this has all got to be bought into and, more importantly, DRIVEN by management. If the bosses slacks off, the underlings won't ever take up the rope.

    So the head honcho must become, as everyone must become, a brand steward. The point needs to be hammered home that EVERY POINT OF CONTACT matters. Even the way people answer the phone.

    The message must come from, and must be seen to come from, on high. Tablets of stone and all that. Thunder bolts and lightning. Fire and brimstone.

    It sounds harsh I know, but all it needs is for one person to be fired for not pulling the company line on this issue and the others will soon fall in behind the leaders. It's about capturing hearts and minds.

    Sometimes, it's necessary to be the bad guy to drive home a point for the betterment of the whole.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 6/10/2009 at 9:08 AM Author
    Markitek -
    I think you expanded really well on what Gary said originally - thanks. They are very hot on processes etc, so this should really work.

    Gary -
    As for the top boss driving it - so far the top boss in marketing was driving it, but the very top boss is certainly ready to throw some thunderbolts and lightning - we just need to instruct him on the direction to throw them into!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)