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The Team helps to collaborate on the new Institute brand

24 May 2010

What did internal communications specialists ever do for us? It’s a question that value-conscious CEOs may never need ask again, following the birth of the Institute of Internal Communication.

The Team was proud to have a big hand in the creation of the IoIC – the new professional body for internal communicators born out of the British Association of Communicators in Business (CiB) and unveiled in May.

The IoIC’s aspiration is to lead the latest thinking on internal communication practice. Its members can develop their skills, confidence, influence – and careers through the organisation’s benchmark for accreditation in training and learning. It’s a big ambition, and so the IoIC needed a powerful vision, mission and values, all set off by a potent visual identity. Collaborating with two other agencies, The Team worked to develop a brand fit for purpose.

The first step was to set up two working groups. A brand leadership group comprising current and past CiB board chairmen and members oversaw the process; while a cross-organisation brand steering group helped shape the brand vision, strategy and promise. The Team’s major challenge lay in engaging such a diverse group of busy senior internal communicators. The resulting red signature ‘voice-box’ brand mark, tone of voice and emotive brand message, The Power Within, encapsulate the potential of organisations that embrace employee engagement.

Being at the heart of a new professional body entirely dedicated to behaviour change and engagement is pretty exciting. Even more exhilarating is the prospect of seeing its potential grow through a strong, distinctive brand. For more information or to become a professional member, please visit www.ioic.org.uk

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