Dell Brand Re-Design and Rollout

Approach

As part of Dell’s Global Brand Creative team, I worked cross functionally with agencies and internal experts to define Dell’s brand strategy, create Dell’s Brand Identity Standards, and establish a unified governance process. I worked with internal change management teams to launch Dell’s re-brand, generate excitement, and provide thousands of trainings worldwide. Additionally, my team advised creative agencies, vendors, and internal team members on an ongoing basis to guide the application of the re-defined brand voice and identity across all touch points. This was where the rubber hit the road and required tremendous communication, executive alignment, and diligence. To aid this process, the team set up a brand mailbox, receiving an average of 500 emails per week with questions and creative reviews at its onset as well as a brand portal with tools and training materials.

Impact

The brand identity was successfully implemented globally, from building signage and environmental design to catalog and advertising campaigns within a one year period. This success was evident in metrics collected to evaluate our work:

• Internal brand perceptions improved with a sense of re-engagement and unification around Dell’s purpose of “delivering technology solutions that enable people everywhere to grow and thrive.”
• Dell’s external net promoter score and overall brand value increased and was further improved with later brand investments, including the Dell Brand Campaign (See Next Case Study).