I believe that various companies are engaged in branding activities to unify their corporate and product images.
In particular, many foreign-affiliated companies are very particular about building their corporate brand, including how to use logos and corporate colors, how to name and describe products and services, and even how to use white space.
Well, that’s true. For example, if Apple uses mandarin oranges or persimmons instead of apples, no matter how you look at it, it’s not an Apple product. Having an apple mark of that shape and size gives the user peace of mind because they know that this is an Apple product. This is very important.
Internal awareness necessary for branding
So, how are the tone and manners such as how to use the logo and how to write the company name that have been decided upon in order to thoroughly build this branding known within the company?
In particular, people involved in marketing activities have many opportunities to announce something externally, so it is necessary to ensure that these people are aware of branding and are thoroughly informed.
In addition, in marketing activities, it is necessary to disseminate many rules within the company, including not only what is communicated externally but also rules regarding the handling of personal information.
As a means of achieving this, for example, we create something called a “marketing portal” and post these guidelines.
Challenges in deploying guidelines
However, there may actually be a big pitfall here. People in the marketing department who often use this marketing portal and some people who are used to it know where and what kind of information is posted on the marketing portal, so they can use this portal without hesitation and get the information they need. You can find it.
However, there are many people within the company who only create PowerPoint presentations a few times a year, or who only occasionally need this kind of information.
Do these people pay attention to this marketing portal and view its contents on a regular basis? Unfortunately, I probably haven’t.
These people may not even know that there are rules for writing logos and product names in the first place.
You probably create materials based on what you want to say, and then add a logo or arrange the design to match the image you have in mind for your company.
I appreciate your efforts, but from a branding perspective, it’s probably not material that will give you a passing grade.
Isn’t this a “common sight”?
Common responses to people who don’t follow the rules
For people who don’t understand why strict branding control is necessary in the first place, even if they see rules such as “how to use logos” or “how to use color schemes” on marketing portals, they probably won’t understand why they need to go that far. .
I’m sure you’re wondering, “Why are there so many regulations? Shouldn’t it be fine as long as they’re more or less similar?”
If people don’t understand this point, they’ll end up not following the rules because they’ll think, “I thought it would be cooler to use the logo like this in my PowerPoint,” or “I brought material from outside and pasted it on.” Dangerous people may appear.
To such people, people in charge of branding and marketing tend to say, “Don’t do anything you like, and please look at the marketing portal and the guidelines.”
The importance of conveying the background
Who is to blame for this, the person who doesn’t follow the rules or the marketer? It’s true that people who don’t follow the rules are bad. But what about marketers who think that just because information is posted on a marketing portal, it’s all being communicated?
This is not a matter of who is at fault, but to be honest, it is a matter of “communication”.
If there’s something you want people in the company to know, you have to make time to convey it to them in a timely manner.
Additionally, if you are a marketing person involved in branding, you will need to clearly explain why this rule was created, why you must follow this rule, and the background behind it.
As with anything, if you don’t take action after understanding the root cause, it will only be a temporary response and will not solve the fundamental problem.
If you break the rules after hearing the explanation, it’s the person who broke the rules.
The importance of two-way communication
Information does not just have to be sent out. If the person you want to convey the information to does not touch it, it is the same as not being communicated.
That’s why we need to not only send out information unilaterally, but also to have two-way communication within the company, and to ensure that information is understood, including the background.
There is no point in this story if it is not heard.
profile
ProFuture Co., Ltd. Marketing Solution Department Fellow Takayuki Matano
Joined Oracle in October 2000. Since then, he has worked in the marketing department for 17 years.
For many years, he has been in charge of campaigns for various Oracle products, as well as
Promotes large-scale events and corporate events such as Oracle OpenWorld Tokyo.
Launching an in-house shared services program,
Planning of marketing platform integration program,
Alliance marketing with partner companies, etc.
Develop and develop internal and external marketing mechanisms.
After that, while working for a major ITSler, he became a fellow at ProFuture Inc.