Dairygold | Internal Branding
Dairygold Co-Operative Society Limited is Ireland’s largest farmer-owned dairy business and the country’s second largest dairy processor. 2020 Brand + Marketing Visionaries was tasked with developing a brand identity for their new internal values and behaviours model
Dairygold has gone through huge change over the last number of years, with the sale of its Consumer Foods Division to Kerry Group and major investment in a number of its manufacturing facilities. Senior Management at the co-operative recognised the need to develop an internal marketing message which would resonate with all key stakeholders, to ensure buy-in into the company’s new strategic direction. We developed the ‘On Board’ internal brand name, reinforced by the positioning statement ‘One Purpose, One Direction and One Dairygold’. The collective responsibility of all stakeholders can ensure Dairygold reaches its intended destination, where the Internal Branding Values and Behaviours provide a specific guide in ensuring the best possible outcome for the organisation to achieve its ambitious growth agenda over the next five years.