Posts Tagged ‘Euan Semple’

An internal brand? 5 things to watchout for…

posted by Scott McKenzie

We have been doing a lot of work helping organisations package up their change programmes recently. Often clients will ask us to create an identity or brand for their programme. I think there are some inherent risks attached to this. After all isn’t the overall brand the customer sees the only brand that matters?  This is  a brand which is recognisable, has associated values, is ultimately part of helping create a sense of belonging or connectedness for employees and customers.

So it’s entirely possible that creating an internal brand actually adds another layer of complexity to your programme, rather than simplifying it?

In any case I have ended up with five key watchouts if you are considering building an internal brand for your change programme:

 1) Ask yourself whether you are really building a “brand”? Or is this simply a way of packaging the programme – perhaps via a campaign, or visual identity which helps to express the vision, mission and values of the programme.

2) Be clear on how this fits with the overarching brand. Is it an extension of what customers see? Are the values, etc consistent? Is the architecture you create supplementary, or distinct? Do you want people to most feel like they are first and foremost part of the organisation, or this new programme brand?

3) Make sure this is about making things simpler for your audience – in my view the job of the comms practitioner is to reduce the complexity, not add to it. Introducing a brand or identity should be to aid understanding, not to add a layer of confusion.

4) Have an end goal in sight – is this a six month programme or campaign? Or is it something which is long term/permanent? If it’s the former then have an exit strategy in mind in terms of killing the brand (or identity) when it has passed its use-by date… Or perhaps it supercedes what was there before and becomes the new Business As Usual

5) Keep an eye on cost – many of the programmes we are involved are (at least indirectly) about making the organisation more efficient and/or managing costs down. Having a high-profile showy brand identity may look expensive and thus insensitive when you’re asking employees to do more with less at the same time…

Hope that’s a useful guide – I’d be happy to hear other views, or share some of our learnings working with large complex, multi-national organisations…

P.S. – great to see so many friends at the London Communicators and Engagement (LCEG) event at Deutsche Bank last night. Thanks to my old muckers Terri for hosting and Euan Semple for his usual mix of wry humour and simple wisdom. I’m pleased to say that the next event will be at H+K on 20th March… we will be testing out the awesome concept that is the “unconference”… Please let Matt O’Neill who runs the LCEG group (or myself) know if you’d like to attend.