The House of Commons Administration (HoC) is the infrastructure upon which Canada’s democracy takes place. From parliamentary procedure, to building operations, to legal affairs and finance – HoC is the body that ensures MPs have everything they need for parliament to run smoothly. The organization enjoys a high satisfaction rate with the quality of service they deliver to MPs, and staff have a positive perception of the importance of the work that they do.
The challenge was to create the conditions whereby each individual department within HoC – Legal, IT, Operations etc. – stopped viewing themselves as separate entities, but rather as a component of a greater whole, serving the same overall purpose of ensuring Canada’s highest democratic institution runs optimally.
Through workshops, research and surveys, the Alphabet® / Ingenium team gleaned that the problem was not in fact that HoC had a fractured or fragmented culture – quite the opposite. We discovered that to a fault the internal stakeholders shared a common vision of ensuring excellent service to MPs. The problem was that they did not have a common understanding of why the organization needed to have a unified voice in the first place. They were working diligently, albeit in silos.
So it became an education process with internal groups to give them understanding of what a brand is and why it’s important. This would then foster a collaborative culture and better understanding to ensure a smooth roll out of the new brand. The ultimate goal of the project was to create consistent, more sophisticated communication to MPs, leading to a more positive brand perception.
The new brand is set to be rolled out in Fall 2016, but initial feedback from internal stakeholders at all levels from the Clerk of the House of Commons on down has been extremely positive.