Effective Branding of an Intranet System
Branding is a proven marketing strategy, and can be a great way to identify and differentiate a new system. By applying a name to the software, you are providing a unique reference, and are distancing the service from other intranet software options. This is especially useful when engaging individuals who may have had bad experiences when using other versions of intranets.
Think of intranet branding as 'adding personality' to a service. A great brand name can encompass everything about an intranet service and its many offerings, and can provide a dynamic identity and community for staff. Branding can also create stability, and build a permanent foundation for existing and future employees. When considering a name, think about possible future developments, and how the name may sound in 10 or 20 years time.
So...which name?
The branding of an intranet service can motivate users and promote enthusiasm, so think carefully about the naming process. For example, many companies choose simple, service-related names such as Connect, SearchMe, Discover etc. or names in keeping with existing business branding. However, there are no hard fast rules about branding, other than to use a term that connects with the intended audience, so the sky really is the limit when selecting a name.
Always listen to the potential users; a company's intranet service can provide a community where interaction and collaboration are common place. Such a platform can break down barriers within organizations and provide a more effective and unified workforce. Try to select a brand that speaks directly to the employees.
Many organizations arrange competitions amongst staff to create a new brand name. This is a great way to engage individuals and encourage participation in a new project. Why not offer a prize, or even an extra holiday for the staff member with the 'winning' entry? This will not only help with the creation of the brand, but will also raise awareness of the new intranet service itself throughout the business.
Another option is to employ the services of a specialist marketing company. With this option, the company will usually perform research on the target organization, and will return with a set of proposals. This is a great way to gain an unbiased external perspective, and consider multiple branding options.
On a last note, it is important to keep branding simple wherever possible. As the new name for your intranet service will be used many times in documentation, staff emails, and various other communications, ensure that the spelling and punctuation of a brand is easy to replicate. A simple name will avoid confusion and possibly annoyance at a future date.
In addition, remember that branding is more than a name. Make sure that you have; a consistent set of colour that is used throughout the site, a standard page design and style sheet for all pages, consistent use of language and consistent use of structure and navigation. This will help you on your way to intranet success!
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