Combining several cultures in one Brand Identity

05. Mar 2024 | ID Unternehmensmarke, MarkenPraxis Blog

Muller's milk

Many organizations operate worldwide – often with branches and offices spread across the globe. Developing a unifying DNA and establishing it within the organization is a particular challenge.

Our customer hep, a solar specialist from Baden-Württemberg, has subsidiaries in the USA, Canada and Japan. In addition, hep has grown strongly in the last 5 years – by over 500% to 120 employees in Germany alone. Together with our client hep, we have developed their DNA and anchored it in all subsidiaries as a unifying core.

No one can tell employees the DNA of the organization.
more authentically than an employee.

Fabian Gärtner

How connecting DNA is created across continents: 3 secrets of success

From the center

In our projects, we develop the DNA of an organization with an interdisciplinary project team. It includes people from different hierarchical levels. Because, for people to be able to identify with the DNA, it must be co-developed by employees from within the organization.

It is crucial for international organizations to integrate people from all parts of the world. Z. For example, in the form of ID forums. In the course of the development process at hep, we realized two ID forums. There, we presented the DNA to selected employees from all subsidiaries and gathered targeted feedback. In this way, we ensured that the DNA works worldwide and is ready for rollout.


From colleague to colleague

Brands are made by people and can be communicated most effectively in person. In order to credibly communicate the developed DNA to colleagues worldwide, it must be presented from within the company’s own ranks. And preferably not in an online meeting or with a video.

We organized and carried out a DNA Day for hep: An intercontinental event in which we – with one consultant and several project members each – were on site at hep in the USA, Japan and Germany on the same day. According to the motto “show, don’t tell”, we did not present the DNA to all employees, but revealed it. The employees were able to find out and experience the DNA in a playful way and at several stations. The stations were supervised by internal hep project members. Because nobody can convey DNA to colleagues in a more credible way. This is how we create experiences that last.

The world is not enough

DNA development and global DNA Day have set the ball rolling. But DNA development is a marathon, not a sprint. The task now is to anchor DNA in everyday life. International organizations in particular have countless points of contact and processes. All of them need to be adapted and optimized in line with the DNA – from the homepage to onboarding.

In order for this to be successfully anchored, we recommend first establishing the DNA in the management culture. As role models, managers must exemplify the DNA.

We also recommend training selected employees to become DNA ambassadors. These multipliers can provide active support in anchoring DNA in the company and act as contact persons for the topic of DNA.

The benefits of DNA development in organizations

Investing in the development of a common corporate DNA pays off in many ways. A shared DNA encourages employees to identify with the organization. It also creates the basis for effective collaboration and communication, including across cultural boundaries. This is particularly crucial in companies with a global presence in order to create and live a harmonized and unified brand.

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