When you are part of a large
organization, it may seem that the issue of corporate branding is
beyond your control. And unless you are in the top tier of
management, that may be true. Nevertheless, many progressive
organizations ask for general input when re-evaluating elements of
daily operation, branding and development--regardless of an
employee's title or pay-grade.
With all of today's focus on logos, slogans, vision and mission
statements, the issue of individual expressions of corporate
branding many also seem irrelevant. This is especially true if staff
members wear uniforms, corporate colors and/or insignia and deliver
scripted phrases when conversing with the public. [For further
discussion of the topic of professional fashion, please visit our
page on Wearing Your Brand. And while it is true that choices in
attire and accessories may reflect aspects of an organization's
public identity, variations in color, texture, and even layering,
can produce a look that is not in harmony with the group's official
branding code. Further, the tone of one's voice can convert a
greeting intended to be warm and welcoming into a plea to terminate
the conversation as soon as possible.
I believe that achieving unity across the spectrum of elements
within a successful branding code may rest on a clear statement of
the organization's values. Exploring, shaping and stating the core
of its identity can provide a firm foundation from which all
official images and language can flow harmoniously. Let's look at
two examples of how this concept might be applied. First, consider
the essence of a non-profit organization dedicated to the wellness
of young children based on integrating their healthcare and the
local environment. Classically, the color green represents growth
and wellness; the color blue suggests clean air and water, as well
as honesty and truth. [For sample color palettes, see
Plays on Color.] With our sample program's focus, art images should reflect
the ages, cultures and physical attributes of participating
children, with a bright color palette generally associated with
children, and the region of the organization. We would also expect
appropriate language springing from the vocabulary of participants,
their families and caregivers.
Here in the American Southwest, we often see shades of turquoise,
orange sherbet and light-to-mid-range greens, with children's images
drawn from the cultures of our many peoples. In our sample, if we
found hard-lined, post-modern art images, or curvy classic fonts, or
the faces of children drawn from the dark colors of Europe's Middle
Ages, the branding would be at odds with the nature and focus of the
organization.
For our second example, let's consider an executive seeking a shift
in career. He or she may have been with a company for many years and
tend to reflect that company's corporate culture. After researching
another organization, our candidate is preparing for a high-level
interview. While it would be absurd to show up dressed with design
and color accents reflecting that one is already a member of the new
team, subtle adjustments in appearance, behavior and performance may
encourage a neutral, if not outright positive, response in an
interview. If one's former organization was in hard-hitting finance,
with the majority of one's peers having been mature, male graduates
of Ivy League institutions, and the potential organization is
comprised of young, casual and alternatively-educated men and women,
some choices can be resolved immediately. Carrying a
minimally-structured briefcase (if presenting sample materials),
wearing ergonomic shoes and a jacket without a tie can indicate a
flexible perspective on retraining. If competitors for a position
may be less experienced and casual, a flawless portfolio
presentation of resume and work samples will demonstrate the
advantage of hiring a true professional who will produce quality
work the first day of employment. Further, depending on the
position, offering a CD/DVD presentation of a public address or
leadership of an industry-specific discussion can be invaluable; but
remember to bring a wireless laptop to ensure the ability to present
the materials, if appropriate.
With regard to vocabulary and the flow of language during an
interview, conduct as much research as possible in advance. Seek
clues for positioning yourself from written and oral interviews with
key players within your potential employer's team. And, of course
observing the atmosphere of the office just prior to the interview
should help you make spur-of-the-moment choices in how you present
yourself.
I conclude this latter example with two cautionary notes. One, I do
not mean to suggest that you should not present your own sense of
personal branding to a potential employer. In fact, a commercial
enterprise or non-profit organization that does not support the
individuality of staff and volunteers is unlikely to offer a culture
in which anyone would thrive. Two, the old adage about having only
one opportunity to make a good first impression is still valid. So,
even if your research shows that the CEO of a company is laid back
in style, it does not mean that the staff in Human Resources will be
--so show up in that jacket, but be prepared to take it off. [For
further ideas on strengthening your career and the visibility of
your executive team, please visit
Resume & Career Tips and
Bios to Empower You.
If you are part of a large
organization,
what choices in appearance and language
can you make to synchronize with its corporate culture?
How can you harmonize this with your personal
standards and individual
goals?