AlinaWheeler-DesigningBrandIdentity

Phase 55 : managing assetsInternal design teamsInternal design teams are the unsung heroeswho work across organizational silos to build thebrand and help design the customer experience,one touchpoint at a time. Increasingly, experienceddesign directors are joining seniormanagement teams to oversee and build thebrand, manage the design group, and identifyspecialists needed. Companies that value designas a core competency tend to be more successfulin their marketing and communications.Brand identity programs are usually developedby outside firms who have the right qualifications,experience, time, and staffing. The biggestmistake that external consulting firms andcompanies make is not including the internaldesign group in the initial research phase. Theinternal group has insight into the challenge ofmaking things happen. In addition, successfulimplementation of the program is dependent onthe internal group embracing and implementingthe system. The best companies have a roll-outprogram to ensure that all stakeholders acrossthe company understand the parameters andrationale for the new brand identity. The internalteam must have ongoing access to the externalfirm for questions, clarifications, and unforeseencircumstances. The external firm should come infor periodic reviews of new work, as well asparticipate in annual brand audits to ensure thatbrand expression remains fresh and relevant tothe customer and prospect.Internal creative teams need to seize their insideradvantage by using deep knowledge of the brand toleverage their strategic value to the corporation.Moira Cullen, Senior Director, Global DesignThe Hershey CompanyAct like an agency. Committo excellence and innovation.Be entrepreneurial and marketyourselves.Lynn WhittemoreDesign DirectorHealthInkThe design team’s level ofgrowth is based on their abilityto share knowledge throughwell-defined standards, training,and communication.Emily Cohenand Jen MillerCohen Miller ConsultingWGBH recognized that designneeded to be a function thatreported directly to the CEO.Chris PullmanVice President of DesignWGBH180