We’ve talked branding a few times, but sometimes still struggle convincing internal units they must adhere to the command’s branding standards.
Do you think Chick-Fil-A has the same struggles? Do you think whoever runs the Chick-Fil-A off I-95’s Exit 173 in Roanoke Rapids tries to impose a new logo, or stay open on Sundays, or change up the sauce selection; despite clear direction from corporate headquarters?
Hell no. Chick-Fil-A (like any professional corporation) has their branding on lock-down. If you run a CFA franchise, you know you are taking all branding direction from the tower. And when the tower calls to discuss violations, you listen.
Companies, battalions, brigades and so on are franchises of their higher organizations. Sometimes they will be empowered to impose their own identity – but this ought to be done deliberately, with clear left and right limits.
When the higher headquarters chooses to dictate the ways in which their units represent the brand in public, subordinate organizations will listen. Everyone isn’t entitled to their own brand and style and crest. At some point, the culture (through branding) has got to unify.
This is not all for the sake of restricting creativity or ownership. It’s because there’s true power in the brand; in representing a connection bigger than one organization’s silo; in carrying one consistent message.
There’s simply not space for every military organization to have their own public snowflake identity.
PAOs and leaders: fight the urge to create your organization’s unique branding identity just because it happens to be the unit you’re assigned to. Tie yourself to something bigger; the greater organization’s wide message.
Where you can: close on sundays, stock up on CFA sauce, and help your organization tap into the branding of your service and higher headquarters.
(Photo by Bradley Clark, DVIDS)
