Many brands struggle with creating a clear and overarching internal brand that will be welcomed and accepted by every individual or department. This is, in part, because every brand has a subsidiary or individual that wants to feel unique and recognized as such. When they feel this way, it sometimes makes them go outside the guidelines that outline what they should and shouldn’t do to remain consistent with the internal brand. This can prove to be problematic because you open yourself to additional requests or potential loopholes that other individuals or departments will look to exploit and, in turn, de-rail the entire brand. Here are three different approaches for maintaining a strong internal brand:
1. Let the internal brand be your North Star: Meaning that it should serve as a guide to everything that you communicate, produce, stand for and go to market with as a brand. The easiest way to be true to your North Star is to avoid letting the process of breaking down the internal brand ever begin. What that means is, when the requests begin to pour in to provide a mini-brand or a brand-within-a-brand that assists in differentiating one department or individual from the others, you point them back to the internal brand and the guidelines that are in place and make sure the design stays within those guardrails.
2. Meet them in the middle: Just because someone in X department wants their own mini-brand or someone in Y department wants their own specific newsletter, doesn’t mean you have to go all in on the request and give them exactly what they’re asking for. A way to help bridge that gap is to get more information on the types of things they are looking for and where this will be applied and think of ways to satisfy their needs, while also remaining consistent with the internal brand. This can be through a variety of things such as a personalized channel, color palette, theme or icon that will differentiate them naturally from the others, while still satisfying their needs.
3. Give them what they want: Sometimes a case can be made for Human Resources or the volunteer program or some other group having their own look within the internal brand. In this case, have a designer familiar with the internal brand create that look in a way that supports the brand rather than breaking away into entirely new territory.
Depending on the culture of your company and other factors, you will have to make a choice on how far the internal brand can bend. However, remember the end goal is to maintain the integrity of the internal brand and have it guide everything that you do to avoid showing multiple iterations that will make it feel fragmented. If you don’t, you run the risk of your internal brand feeling disjointed and incomplete.
Interested in improving your internal brand? Tribe can help.