Copyright 2015 @ Imaginings. All rights reserved.

Copyright 2015 @ Imaginings. All rights reserved.



A Challenge For All ​Team Members!

       When someone plays a small role in a large organization, it may seem that the issue

       of corporate branding is beyond their control.  And unless they're in the top tier of

       management, that may be true.  Nevertheless, a growing number of progressive

       organizations are asking for general input when re-evaluating elements of daily

       operation, branding, and development--regardless of an employee's title or

       pay-grade.  This can produce a unified perspective on corporate branding that

       is ideal for presenting a harmonized voice and image to the world.

       With all of today's focus on logos, slogans, and mission statements, the issue
individual expressions of corporate branding may also seem irrelevant to

       team members--and to executives who like to control every aspect of daily

       operations.  Such a view is reinforced when the staff of an organization wears

       uniforms, corporate colors and/or insignia... and delivers scripted phrases when

       conversing with the public.  [For an in-depth discussion of professional fashion,

       visit Wearing Your Brand.]  

       While it is true that choices in attire and accessories can reflect aspects of your
       team's public identity,
choices that deviate in tone and shade, as well as in
texture, and layering, can be inharmonious with the official branding code.        
       Consider also that the
tone of a staff member's voice can convert a greeting

       intended to be welcoming into a clear wish to terminate the conversation as soon

       as possible.

How can you balance the voice and image your organization projects?

        I believe that
achieving corporate unity across the spectrum of branding

     elements can be assisted by clear statements of your organization's values.

        This can begin with periodic review and strengthening of your vision, mission  

        and values statements.  By exploring the core of your identity, your can establish

        a firm foundation from which all official images and language can flow harmoniously.

        Next, you can explore the specifics of how you apply the elements of your branding

        within your daily operations.  Do your brick and mortar and Internet spaces, as well

        as your personnel project your corporate colors, shapes, and textures?  Are the

        words used in text for operational materials, signage and your staff reflective

        of the inner core of your organization?  

         Once there is harmony in the descriptions of your corporate culture, you will need

         to evaluate how you and your team are bringing them to life in your daily

         operations.  To do this effectively, I suggest that you invite input from everyone

         involved in your organization.  Why?  Because hearing their thoughts, and even

         complaints, will provide you with perspectives that might be held by your clientele.

         For even when such input cannot be applied without modification, the knowledge

         you gain will allow you to make informed decisions that will carry you forward


What choices in appearance and language can your

team members make to reflect their personal style while 
synchronizing with the corporate culture of your organization?

​​To enhance your wordsmithing skills, please visit Jeanne's blog: