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It's All About the Brand


  • Author:
  • Published: 1/1/0001 12:00:00 AM
  • minute read

In my opinion there are many things that can and should be used out-of-the-box when it comes to SharePoint. Experts agree that many developers will try to implement something that SharePoint already has, only because they are not aware that a particular feature is already available within the platform. But branding is not one of them. A SharePoint site coming right out the box will look blue and white. 

while because they have to, but the effort could easily die weeks or months later, especially if the site is not being used to post or use new information. So it becomes a catch 22: The employees don’t use it because it has no content, and our experts don’t post content because the employees don’t use it.  How do we break the cycle and how do we prevent it from even starting in the first place?

I believe a good branding can prevent the indifference of the user.

A branded SharePoint site includes our logos, colours and whole corporate image, inviting the user to work with us on a warm, friendly and familiar environment; an environment what will make them feel good.

Some experts will go as far as saying that in a proper branded environment, users will not refer to it as “SharePoint” but will use an internal, relevant name for them. For example in a Record Label, the Intranet could be known as the “Gold Record.” 
Branding is a key factor in the user adoption of our platform. It is also something that cannot be improvised. Branding must be planned in advance and several areas may want to participate in the branding effort, such as:

  1. Top Management
  2. Marketing
  3. Graphic Design
  4. IT and of course
  5. The developers of the SharePoint implementation, regardless whether they are internal or external resources.

The future intranet users from all different companies can also be included in the branding push, in the form of surveys or small competitions where they may win fun prizes in exchange of ideas or initiatives. 

These activities will also help them want and enjoy the Intranet.

In the words of a wise man:

"If you want to build a ship, don't drum up people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea."

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