A WIKI makes brand alignment easy
A WIKI makes brand alignment easy
Too often we see brands build on instinct and managed by intuition. While the team may know the brand’s mission and values, what that means on a day-to-day basis can often go misunderstood.
This conundrum is what inspired our Brand Operations WIKI platform, which gives everyone on the team a virtual portal that outlines all policies, procedures and processes – but in a way that’s unique to the business’s brand experience.
Regardless of what business you’re in, a Brand Operations Manual can radically reduce the amount of time required answering common questions. So what should go in your WIKI?
Brand values summary: Gives your team a regular refresher and reinforcement of your brand's values and what they stand for so they can live the brand daily.
Brand asset manager: Your WIKI can be the place to store logos, avatars, and other brand assets that the team frequently has to access. This is especially helpful if you don't have a formal server system.
Process documentation: How do you want inbound leads handled? How do you want customer inquiries responded to? All of your daily processes should be quickly outlined in the WIKI for easy reference and reinforcement. Check-lists, videos, infographics – try to publish this content in your team’s preferred method of communication.
FAQs: whether it’s login details or who to call when you’ve forgotten your keys – capturing those standard daily questions prevents frustrations from emerging when leaders are answering the same question over and over:
Writing style guide: we like to include a list of the words and phrases we commonly use to write brand-aligned messages. Consistent language is integral when many people are communicating on behalf of a brand – be it over the phone, in-person or via digital or social channels.
Contact details: In addition to summarizing “who to call when”, we include brief personal bios for each team member – which can be especially useful for newer team members to get to know their colleagues.
Brand-aligned insights: Torq, our indoor cycling studio is all about community – so it's only fitting that our WIKI includes our favourite recommended community partners: local restaurants, other health studios, and wellness service providers – so our team knows who to check out and who to advise if a client asks for a referral.