Jeff Smith

Better discovery research lead to better design

When Tribe begins a client relationship, we usually spend time in discovery before developing a strategy. Account people from Tribe go out to various client locations and interview leadership and employees, hold focus groups, do surveys. The point of that is to understand the culture and to build a strategy that’s meaningful for the company.

But it’s also really important for the creative process. It’s very important in internal communications to get a total understanding of a client before jumping straight into creative work. Design for an internal brand doesn’t ring true if you just skim the surface. It requires depth and understanding, a total immersion, a feeling like you are now a part of that company.

 The bottom line is, the better the discovery process, the better the creative. With this understanding and fresh perspective, you’ll be able to not only get a full grasp on the business. But you will help push the creative process. A thorough discovery process will allow the creative team to understand nuances of the culture that aren’t apparent at first glance. Through that discovery process you’ll get a feel for the culture, business process, the tone of the company, and the type of people who you’re communicating to.

All that is essential to develop creative that truly speaks to your employee audience. With good discovery, the designers and writers have a deeper foundation to build on, so they can create work that will feel authentic, original, and fresh.

Interested in creative work that really speaks to your culture? Tribe can help.  

 

Jeff Smith

The Internal Brand Starts With The External Brand

Your external brand or consumer brand, lives in a competitive environment alongside thousands of other brands. In order to stand out among the competition, brands do their best to differentiate themselves from others while remaining consistent – same logo, same colors, same fonts.

Internal communications departments often use their external branding for emails, the intranet, digital signage, and the like. Internally, your communications aren’t seen in rotation with other brands. Your audience can tire of the same thing over and over because there are no other brands working in the space to break up that experience. Oversaturating your internal communications with your external brand will eventually make your efforts invisible to the workforce.

Leverage your internal brand to create a more engaging experience by developing an internal brand. By expanding and building upon your external brand, a unique branding will emerge that employees already recognize. Not only will a fresh and expansive internal brand renew their desire to be engaged with, but it also acts as a cue for them to know that those communications are meant for them only.

We suggest developing your internal brand by creating the following:

  • Employer brand rallying cry
  • Adding additional colors to the existing brand palette
  • Design motif for backgrounds and other uses
  • Building a library of original employee photography

The internal brand should be authentic, genuine, and support the external brand. A good internal brand can transform your internal communications and create a better experience for your employees.

Need help with an internal brand? Tribe can help.

Jeff Smith

The Second Pancake Theory of Design

Good design is like making pancakes. Most times, the first pancake gets thrown away. It’s burned or gooey, flipped too soon or too late. To get to the pancakes that are golden brown and perfectly fluffy, you’ve got to let the first one or two go.

 It’s another way of saying Fail Fast. We’ve all heard those tired clichés about how if you don’t fail you won’t succeed, and how the best thing for everybody is a good old-fashioned failure. And guess what: that’s absolutely true when it comes to design.

The first idea you have is rarely the best. You start with a blank piece of paper or an empty computer screen. And you take for granted that your first several tries will be bad. Or at least not great. And if you want to get to great design, you have to do the bad stuff first.

Let’s say you come up with something brilliant, but the client rejects it. That’s failure, in a sense, but it’s okay. It’s also an opportunity. Getting a fresh look at a project that you’ve already spent hours on is sometimes the best thing that could happen to your work.

 There’s always more than one right answer to a design problem. Even if the creative work rejected by the client was brilliant, there’s another brilliant idea out there just waiting for you to discover.

When you step back and reevaluate, you begin to see other design solutions. And sometimes, you might even like that solution better than the first. More importantly, your client might like it better. Put in the time, trust the process, and let the work speak for itself.

 Interested in better design solutions for your internal communications? Tribe can help.