Internal communications, your brand, and the bottom line

internal communications, brand strategy, brand education

For many companies, the internal communications function is a necessary annoyance. They’re missing out. It can connect directly to the bottom line.

On March 12, I will speak to a group of internal communications professionals at the Internal Comms Pro Morning Brew about the connection internal communications can and should have to the bottom line. During the presentation, I will lay out my premise, where the brand strategy can most easily support internal communications, and most importantly, how to make it all happen.

If you’re doing both brand management and internal communications correctly, it would be impossible for the brand not to be a part of all employee messages.

 

To tease it out a bit, here are three ways internal communications can support how employees connect with customers, improving their relationship with your brand, and in the process, your bottom line.

 

  1. Language is contagious. I have said this for years and it’s true. Think about all the phrases you use on a daily basis that came from your significant other, popular culture, or your coworkers. “Just sayin’.” Internal communications can harness that power of language by embracing the brand voice as they speak to employees. Without even thinking about it, they will share that same language with customers.
  2. Inside the box is good. Along the same line, “thinking outside the box,” may be an (annoying, in my opinion) often used mantra amongst would-be problem solvers, but keeping your brand strategy in the same box as everything else is good. Why would you keep it separate? Your brand should influence and come to life in everything your company does. EV-ER-REE-THING. If you’re doing both brand management and internal communications correctly, it would be impossible for the brand not to be a part of all employee messages.
  3. Put everyone to work. By integrating the brand strategy into your internal communications, you are putting everyone to work on implementing your brand strategy, getting them to sing from the same score, if you will. Why would you limit the brand to just a few players in marketing and product development when you can benefit from everyone’s contributions? Keeping employees out of the brand strategy is like not telling the pilots or flight attendants where the plane is going.

Keeping employees out of the brand strategy is like not telling the pilots or flight attendants where the plane is going.

 

Want one more? If for whatever reason your brand strategy no longer works the way it was intended, your employees can let you know a lot sooner than your annual customer satisfaction surveys or, worse, your year-end numbers. The best branding ideas, after all, usually come from employees (and of course the random brand consultant, wink wink).

 

Thank you for joining us! It’s free. If you would like a copy of the presentation, please let me know! We would be happy to share it with you.

 

Spencer Brenneman, LLC
Copyright 2019
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Spencer Brenneman, LLC helps companies build their businesses through brand strategies that enable every project and every vital relationship to get off to the best start.Here’s where we talk about, think about, and conject about all the continually changing factors impacting your brand. Care to join the conversation? We’re always looking for guest bloggers!