Let me explain. Business units or departments within a company often operate independently of each other. As such, efforts are duplicated or counter-productive to the organization as a whole. When it comes to branding, each silo haphazardly manipulates the brand (from incorrect logo usage to brand name errors, and more). The end result – a poor overall brand experience is presented to consumers, which leads to inconsistency and brand confusion.
The silo effect is a perfect example of why it’s so important for organizations to have a brand champion and brand guardian such as a Chief Brand Officer who works to ensure the various silos operating within the company produce outputs that communicate a consistent brand message and promise.
Take a look at your organization. Are teams operating in silos? Is your brand suffering because of the silo effect? If so, make the necessary changes to ensure your branding efforts remain a top priority for everyone.
Image: Flickr
Lucy is Editor at Corporate Eye
Dear Ms. Susan,
Why the name SILO, does it have any relevence.
Please clarify,
Thanks,
Mukesh