Introduction
While companies have long recognized the value of branding their internal communication channels, such as intranet as an example, the potential of branding workplace digital signage has yet to be explored.
Now, many forward-thinking organizations recognize the benefits of branding their corporate digital signage and other communication channels.
“Branding is everything and digital signage is no different”, says Peter Vesterbacka The former Mighty Eagle of Rovio the creator of Angry Birds.
This blog will review the benefits of branding your company’s digital signage solution, dive into a case example, and outline the steps for effectively implementing this strategy.
Why Brand Your Digital Signage Solution
Branding your workplace digital signage solution is more than just adding a logo. It’s a strategic investment that can significantly enhance your internal communications efforts.
Creating a consistent and recognizable brand identity for your digital signage will enhance trust, loyalty, and a stronger connection with your target audience: your employees. This can lead to several key benefits:
- Accelerated Adoption: A branded digital signage solution can encourage employees to embrace and use the technology more quickly, leading to faster adoption rates.
- Increased Visibility: Branding helps to raise awareness of your digital signage as a valuable communication channel within the company.
- Maximized ROI: By investing in branding, you can ensure that your digital signage solution delivers maximum business impact and achieves its intended goals.
Case Ahlstrom
Ahlstrom is a global leader in combining fibers into sustainable specialty materials. Committing to creating a more sustainable world, they develop innovative fiber-based solutions for a wide range of industries.
Employing over 7,000 people across 37 plants in 13 countries, Ahlstrom is a publicly listed company on Nasdaq Helsinki. To enhance internal communication and information sharing, Ahlstrom is strategically implementing Valotalive Digital Signage.
By carefully designing a comprehensive digital signage concept, Ahlstrom has ensured a smooth rollout process. This includes clearly defining the purpose of digital signage, highlighting its benefits, and establishing clear roles and responsibilities among teams.
“Ahlstrom sought a digital signage solution to streamline information sharing across its diverse locations and foster a unified, company-wide culture with a strong emphasis on safety. With this concept, we’ve ensured that our employees are engaged and connected.”
– Annemiek Voorzee, Head of Employee Communications at Ahlstrom
Crafting a Successful Digital Signage Brand Strategy
To plan for a successful digital signage adoption follow these steps to brand your digital signage solution. This can elevate digital signage from a display tool to a powerful communication channel.
Step 0: Outline the benefits of branding:
In your plan, mention the key advantages of branding your digital signage solution, such as Accelerated adoption, Increased Visibility, and Maximized ROI, as discussed earlier in this blog.
Step 1: Define Your Target Audience
- Identify specific groups: Clearly define the various employee groups that will interact with your digital signage, such as deskless workers in specific locations or office staff
- Understand their needs and preferences: Research the specific needs, interests, and communication preferences of each target group.
Step 2: Align with Overall Strategy
- Set clear objectives: Establish specific goals for your digital signage investment, such as increasing employee engagement, enhancing safety communications, and promoting company culture.
- Integrate with broader strategy: Ensure that your digital signage objectives align with your company’s overall business strategy and communication plan.
Step 3: Develop a Branding Guideline
- Create a distinctive name: Choose a memorable and relevant name for your digital signage solution that reflects your brand identity.
- Define your visual identity: Develop a comprehensive branding guideline that outlines your company’s logo, colors, fonts, and overall visual style.
Step 4: Ensure Seamless Integration
- Connect with existing systems: Integrate your digital signage solution with other company systems, such as Business Intelligence services (MS PowerBI or SAP), Intranet (SharePoint or Happeo as an example), or other business tools (PowerPoint, Excel, Google Slides etc).
- Automate content updates: Implement automation features to streamline content updates and ensure timely delivery of information.
- Follow the 70/30 rule: Maintain a balance of 70% dynamic, automated content and 30% static, branded elements to keep your signage fresh and engaging.
Following these steps, you can develop a well-branded workplace digital signage solution as a communication channel that aligns with your overall business goals.
Read More:
What is Workplace Digital Signage
