workplace digital signage: think like a brand manager

Workplace Digital Signage:

Think Like

A Manager! Brand

You bought your digital signage

(DS) to help communicate

your company’s important issues

to your employees, right?

While that’s a great first step, the important next one is to make sure the content

collection is coherent and well designed.

Unfortunately, many users simply take all the content they have

around, like Word docs, PowerPoints, photos and

spreadsheets and load them all up into the DS.

The result can look like a work desk by Friday morning – a

big mess.

The way to remedy this is to

think like a brand manager. Top

advertisers are just like you,

except they need to communicate

their messages to their customers

as opposed to employees.

They know that displaying a bunch of uncoordinated messaging won’t work and is a waste of money.

Instead, they have a brand strategy that’s clearly articulated and nurtured throughout their advertising over the years.

Here are a few techniques that you can use to more effectively communicate using your digital signage.

Good ads have this in common. How memorable is the last spreadsheet you posted? Is there any design to it or is it just a dry list of numbers?

The message must resonate.

For example, instead of just posting a dull safety message, include a photo of a child welcoming the parent home after a safe

day at work.

Show how the issue makes the employee’s life better.

You can show just your KPIs, but if you

connect the dots showing how improving

them will make everyone’s jobs better and

the company more competitive, the message

will be much more applicable to their lives.

Stand for values beyond the content itself

For example, a company campaign for waste reduction could be linked to the community’s efforts to reduce landfill rates and global warming.

Show how the content you post relates to the company’s mission statement and high-

level objectives.

Think of your workplace communications like a top brand. Make sure all the content is linked to that brand in some way, and you’ll end up with much more credible, readable and enjoyable DS that really moves the needle.

http://www.themarlincompany.com | P: 800.344.5901 | E: info@themarlincompany.com

Good luck!