House of Brands to a Branded House
IIA Rebrand
Research Indicated Gap: Perception vs. Reality
Back office
Cranky lone wolf
Focused on numbers
Old white men
Corporate cop with “gotcha” mentality
Accounting and finance
Tactical
Hindsight
Old fashioned
There to fire people
Only in large firms
Front and Back Office
Collaborative team player
Focused on data intelligence
All ages, races, sexes
Supportive and assistive partner
All departments
Strategic
Insight and foresight
Tech savvy
There to make the business soar
Organizations of all sizes
Core Messaging
BRAND POSITIONING
“Internal auditors around the world rely on The IIA to empower their ability to consistently deliver strategic advantage that drives organizational success.”
The IIA Brand Platform
New Voice & Tone
Do Be:
Active: Be actionable and engaging.
Empowering: Our members know that what they do is valuable, but it never hurts to be reminded.
Concise: Sharp, direct, and focused leads the way.
Inspiring: Internal auditors have a meaningful, interesting job, the way we speak about it must reflect that.
Clear: Confusing and convoluted gets us nowhere, we choose our words carefully and are considerate in everything we do.
Don’t Be:
Stodgy: Internal Auditors are tired of being misunderstood, being misrepresented, and the last thing we’ll do is speak to them in a way that’s anything but fresh.
Confusing: Just because the work our members perform is technical, and the world we work in is specialized, doesn’t mean that accurately representing it is complicated.
Modest: We’re not braggadocios, but we’re proud and we’re confident. Always.
Isolating: We’ll never speak in a way that makes our members feel as though they’re on an island or the only people who understand what it is that they do.
