{"id":671,"date":"2008-07-18T05:41:46","date_gmt":"2008-07-18T04:41:46","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=671"},"modified":"2021-01-04T13:19:50","modified_gmt":"2021-01-04T12:19:50","slug":"branding-and-the-silo-effect","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/","title":{"rendered":"Branding and the Silo Effect"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignright lazyload\" style=\"--smush-placeholder-width: 199px; --smush-placeholder-aspect-ratio: 199\/124;10px;\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg\" alt=\"\" width=\"199\" height=\"124\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>In marketing terminology, the silo effect occurs when a lack of communication or coordination of efforts between or within\u00a0business units, departments, teams, etc. has a negative impact on overall performance in terms of meeting goals.\u00a0 It&#8217;s important to be aware of the silo effect as it affects branding, because the negative affect to your brand could hurt your business and bottom-line in the long term.<!--more--><\/p>\n<p>Let me explain.\u00a0 Business units or departments within a company often operate independently of each other.\u00a0 As such, efforts are duplicated or counter-productive to the organization as a whole.\u00a0 When it comes to branding, each silo haphazardly manipulates the brand (from incorrect logo usage to brand name errors, and more).\u00a0 The end result &#8211; a poor overall brand experience is presented to consumers, which leads to inconsistency and brand confusion.<\/p>\n<p>The silo effect is a perfect example of why it&#8217;s so important for organizations to have a brand champion and brand guardian such as a\u00a0<a href=\"https:\/\/www.corporate-eye.com\/main\/the-6-hats-of-a-chief-brand-officer\/\" target=\"_blank\" rel=\"noopener\">Chief Brand Officer<\/a> who works to ensure the various silos operating within the company produce outputs that communicate a consistent brand message and promise.<\/p>\n<p>Take a look at your organization.\u00a0 Are teams operating in silos?\u00a0 Is your brand suffering because of the silo effect?\u00a0 If so, make the necessary changes to ensure your branding efforts remain a top priority for <em>everyone<\/em>.<\/p>\n<p><em>Image: <\/em><a href=\"http:\/\/flickr.com\/photos\/toshio1\/396874473\/\" target=\"_blank\" rel=\"noopener\"><em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In marketing terminology, the silo effect occurs when a lack of communication or coordination of efforts between or within\u00a0business units, departments, teams, etc. has a negative impact on overall performance in terms of meeting goals.\u00a0 It&#8217;s important to be aware of the silo effect as it affects branding, because the negative affect to your brand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9],"tags":[99,318,103,104,105,96,319,101,317,316],"class_list":{"0":"post-671","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"tag-brand-champion","8":"tag-brand-guardian","9":"tag-brand-image","10":"tag-brand-message","11":"tag-brand-promise","12":"tag-branding","13":"tag-branding-tips","14":"tag-chief-brand-officer","15":"tag-marketing","16":"tag-silo-effect","17":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding and the Silo Effect<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding and the Silo Effect\" \/>\n<meta property=\"og:description\" content=\"In marketing terminology, the silo effect occurs when a lack of communication or coordination of efforts between or within\u00a0business units, departments, teams, etc. has a negative impact on overall performance in terms of meeting goals.\u00a0 It&#8217;s important to be aware of the silo effect as it affects branding, because the negative affect to your brand [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2008-07-18T04:41:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-04T12:19:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg\" \/>\n<meta name=\"author\" content=\"Lucy Nixon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucy Nixon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/\"},\"author\":{\"name\":\"Lucy Nixon\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\"},\"headline\":\"Branding and the Silo Effect\",\"datePublished\":\"2008-07-18T04:41:46+00:00\",\"dateModified\":\"2021-01-04T12:19:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/\"},\"wordCount\":231,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg\",\"keywords\":[\"brand champion\",\"brand guardian\",\"brand image\",\"brand message\",\"brand promise\",\"branding\",\"branding tips\",\"chief brand officer\",\"marketing\",\"silo effect\"],\"articleSection\":[\"Best Practices\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/\",\"name\":\"Branding and the Silo Effect\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg\",\"datePublished\":\"2008-07-18T04:41:46+00:00\",\"dateModified\":\"2021-01-04T12:19:50+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg\",\"width\":240,\"height\":160},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Branding and the Silo Effect\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\",\"name\":\"Lucy Nixon\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"caption\":\"Lucy Nixon\"},\"description\":\"Lucy is Editor at Corporate Eye\",\"sameAs\":[\"http:\/\/www.corporate-eye.com\",\"https:\/\/x.com\/lucynixon\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Branding and the Silo Effect","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/","og_locale":"en_US","og_type":"article","og_title":"Branding and the Silo Effect","og_description":"In marketing terminology, the silo effect occurs when a lack of communication or coordination of efforts between or within\u00a0business units, departments, teams, etc. has a negative impact on overall performance in terms of meeting goals.\u00a0 It&#8217;s important to be aware of the silo effect as it affects branding, because the negative affect to your brand [&hellip;]","og_url":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/","og_site_name":"Corporate Eye","article_published_time":"2008-07-18T04:41:46+00:00","article_modified_time":"2021-01-04T12:19:50+00:00","og_image":[{"url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg","type":"","width":"","height":""}],"author":"Lucy Nixon","twitter_card":"summary_large_image","twitter_creator":"@lucynixon","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Lucy Nixon","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/"},"author":{"name":"Lucy Nixon","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2"},"headline":"Branding and the Silo Effect","datePublished":"2008-07-18T04:41:46+00:00","dateModified":"2021-01-04T12:19:50+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/"},"wordCount":231,"commentCount":1,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg","keywords":["brand champion","brand guardian","brand image","brand message","brand promise","branding","branding tips","chief brand officer","marketing","silo effect"],"articleSection":["Best Practices"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/","url":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/","name":"Branding and the Silo Effect","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg","datePublished":"2008-07-18T04:41:46+00:00","dateModified":"2021-01-04T12:19:50+00:00","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#primaryimage","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/silos-silo-effect.jpg","width":240,"height":160},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/branding-and-the-silo-effect\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"Branding and the Silo Effect"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2","name":"Lucy Nixon","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","caption":"Lucy Nixon"},"description":"Lucy is Editor at Corporate Eye","sameAs":["http:\/\/www.corporate-eye.com","https:\/\/x.com\/lucynixon"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/"}]}},"modified_by":"Susan Gunelius","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/671","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=671"}],"version-history":[{"count":1,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/671\/revisions"}],"predecessor-version":[{"id":52072,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/671\/revisions\/52072"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=671"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=671"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=671"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}