Struggling to turn the workforce into brand advocates? Experiencing a lot of time and effort put into a project, without making it justice or getting people to use it? You are not alone!
Reflecting on what type of information one can truly embrace, the way information is received is usually crucial. We believe inspiration holds a key role in building engagement around the brand, that is why we want to share our thoughts on how to inspire brand usage.
Clearly outline where to go
In many companies the workforce needs to navigate in a comprehensive landscape of different systems and documents to search for the right information. It can be tiring just thinking about it. Limiting the number of obstacles will be the first step to get people to use the brand. Clearly outlining where to go will make it easier for those using it, as well as for the one managing the brand – it’s a win-win!
Make it relevant
Another important factor is to make the information relevant to the person interacting with the brand. This can be tricky. Especially, if you have a wide range of different users.
Using a digital tool can be a life saver when it comes to structuring the brand material. It allows you to have a hierarchy with different pages, not only separated into different categories, but also divided into brands and sub-brands. Additionally, with shortcuts, navigation modules and additional features at your disposal, you can get a lot of help to make the brand information as logical and pedagogical as possible.
Create a dynamic brand experience
Now you’re almost there! Last but not least, it’s essential to not underestimate how information is presented. Imagine that you receive a long pdf with mostly text, it is likely to be an uninspiring read. Using images, animations, short videos and text combined, people are generally more receptive to embrace the information.
Short videos are always a great way to get attention. Provide a video with a brand summary or turn the spotlight to employees telling their story. All in all, there are great ways to achieve a dynamic brand experience, the most important is to make it a priority.
Brand Portal examples
Among many great portals, here is two client examples for inspiration to inspire.