Visual Brand Identity Strengthens Connection With Employees


An employee brand identity is a comprehensive, coherent and compelling visual format to motivate employees in ways that words alone cannot. It’s what moves communication beyond merely efficient to truly evocative. Looking to better visually connect your brand with your employees? Here’s a checklist to use from Bob Zeni, president of Zeni & Associates.

• Does the identity align, support and reflect the fundamental aspects of the employee brand?

• Does the identity convey the company’s story in an accurate, memorable manner?

• Do the employee brand identity and the external corporate identity support one another—are they similar, but not identical?

• Are there enough visual elements to handle a variety of applications—posters, brochures, intranet pages, video, PowerPoint presentations, premiums—without boring repetition?

• Does the identity take into account corporate identity standards (use of corporate logo), employment policy language (EOE tagline) and sustainability efforts (use of soy inks and FSC-certified paper)?

• Do the deliverables have impact, strength and appeal without seeming extravagant and wasteful?

• Does the mix of print, video, smartphone and Web site deliverables correspond to the employees’ preferred method of communicating?

• Is there space on English-language deliverables to accommodate translated text that requires more space, such as Portuguese or German?

• Is there an organized, easily accessible repository of digital assets in native software applications (often Adobe CreativeSuite) and popular exported formats—JPEGs, TIFFs, PNGs? Does the repository have a directory?

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