Why A Strong Brand Identity Matters To Employees

By Maha AlQattan, Group Chief People Officer at DP World?

So much of the discussion around brand identity is about external value. But while businesses depend on their customers, they are also built on the efforts of their staff.

The question of how identity can impact employees has been at the forefront of my mind recently because of DP World‘s own launch of a new brand identity in October, which was followed in December by the approval of our acquisition of syncreon with its 20,000 employees.?

Superficially, brand identity is just a mixture of fonts, colours, and even sounds that consumers associate with a company or product. But the impact has a far deeper corporate purpose: It creates a sense of belonging, allowing employees to identify with an organisation’s mission and values.?

More Than A Logo

A strong brand identity can act as a company’s north star, speaking across corporate divisions as well as cultural and language differences.?

According to the Harvard Business Review, the Volvo Group faced a challenge after it decentralised its operation into separate units in 2016. Employees wanted more guidance over the group’s strategy and mission. By explaining its corporate identity, Volvo generated a stronger sense of belonging.

Today, DP World proudly employs more than 80,000 people from 140 nationalities. Many of these staff have joined us through our acquisitions, such as syncreon. Without a shared identity, how could we all begin to work towards our common goals?

A United Message

For complex global businesses like ours, consistency of message across divisions is key.?

Understanding an organisation’s identity and seeing it consistently across everything from equipment to intranets to office signage can give staff the confidence to connect with customers and do their best work, knowing they are part of something bigger.

Marketing expert Benjamin Collins puts it well: “The corporate identity becomes a flag, and the employees are free to wave it.”?

Standing Proud

The world economy is changing at an ever-accelerating pace. Competition is intensifying and the next disruptive event is never far away.?

In this context, good design matters more than ever to inspire people to take on the next challenge. Nike’s famous swoosh conveys movement. Our new logo is built around the idea of ‘flow’ - the movement of what the world needs to where it is needed. It is designed to represent the change, modernity, and dynamism that inspires us as a global logistics provider in a complex world, with our people at the centre.