How Internal Silos May Be Hurting Your Brand

February 20, 2018
Written by Rachel Alexander

When done well, branding can have a tremendous impact on your company. It can provide personality, differentiate you from the competition, and even instil trust. However, when branding is inconsistent, the results can be damaging.

When branding is inconsistent across communications, it can break down the link a customer makes between a brand they recognize and trust, and the experience they are currently having.

Often, inconsistent branding is just one symptom of internal silos that are preventing effective sharing of knowledge. Silos can make life extremely difficult for your customers in many respects, but branding that is inconsistent or even misleading can have major consequences. However, before an organization can address any branding issues, the issues themselves first must be recognized.

Is Your Brand Suffering from Internal Silos?

Inconsistent Style Across Products or Regions

One aspect of branding that silos impact are inconsistent visuals. If no one can find the latest style guide, how can you expect them to follow it? The look and feel of your marketing content plays an important role: it lets customers know they are in the right place. If your sales team sends a brochure that doesn’t match your website, that can be confusing for prospects and erode trust. As prospects move down the down the funnel the more detailed company information they seek. If there is inconsistency with how information and visuals are portrayed, the company’s image can be negatively affected.

Version Control is not Controlled

Do you have trouble getting other teams to use existing templates or leverage established marketing documents? Does your sales team routinely recreate the wheel with every sales presentation? When silos are present within an organization, this type of behavior is characteristic of employees, and branding suffers. When employees can’t easily find the on-brand documents they need, they improvise and the result is inconsistency for the consumer.

Interactions with are disjointed from your brand

Branding moves beyond what the marketing team has created. Every department has an impact on brand perception, and this is especially true in both sales and customer service. If your customers complain of redundancy or mixed messaging, it’s possible internal silos are the culprit. When customers interact with an organization, they want consistency and progressive information. If a customer receives conflicting information or the same information over and over, a company’s brand will suffer.

How to Solve Branding Issues Due to Internal Silos

If your organization finds itself in a branding crisis, what is the solution? Often a knowledge sharing strategy can help.

What is a Knowledge Sharing Strategy?

A knowledge sharing strategy is a plan of action that outlines how your organization will capture, manage, and share company information, data, and knowledge to improve your productivity and efficiencies. The most successful of these strategies are closely aligned with individual department and company-wide objectives.

When a knowledge sharing strategy is put in place, it creates an environment that encourages effective communication and collaboration between departments and employees. Essentially, it’s communication that ultimately breaks down internal silos and improves the consistency of branding.

Centralizing your knowledge and assets is one part of implementing a successful knowledge sharing strategy. When team members are spread out across multiple departments, regions, and projects communication and resource-sharing can be difficult. When everything is centralized and accessible, everyone can trust they have the right information.

Ultimately, the goal of your knowledge sharing strategy is to replace isolation with collaboration and communication, which will improve the consistency of your brand. Consumers look for consistency and integrity in products and companies, and when an organization shares knowledge and collaborates, that consistency builds trust with customers.

Harness The Power Of Knowledge Sharing With Digital Transformation

Companies that grasp what the digital workplace is really all about are willing to change the ways people and applications connect across their organizations. By fostering a digitally driven culture of collaboration, they break down silos, share knowledge more effectively, and compete more successfully.

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