BRANDING BULLETIN: THE INTERNAL COMMS ISSUE
Plus, the latest blog posts and how to make employees care!
Internal Communications, Your Brand, and the Bottom Line
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.
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.
- 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.
- 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.
- 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.
If you’re in the Boston area, please join us! It’s free.
Location: Westin Boston Waterfront
Date: March 12, 2019
Time: 9:00 AM to 11:30 AM
Regardless of where you live, if you would like a copy of the presentation after the event, please let me know! We would be happy to share it with you.
Numbers to Consider
Percent of internal communicators do not employ any formal planning.
Percent of internal comms professionals value communicating strategy, values, and purposes.
Percent of US employees work remotely some of the time, making internal comms important.
In Case You Missed Them!
How to Make Employees Care
The following is an excerpt from Do They Care? The one question all brands should ask themselves, continually.
Here’s the first secret to earning the care of your employees: Treat the relationship you have with them like every other important relationship in your life. Make it a filter through which you consider every decision. You don’t make decisions about the people in your life you care for without considering how it will affect them, right? For your employees to care about your brand, they deserve the same consideration.
Caring is a long-term proposition. Most employee anxiety is not focused on what’s going on right now; rather it’s about what they fear might happen in the future.
Think about it. When you start feeling anxious, in what timeframe does your anxiety live? The same holds true for workers in almost any industry. The anxiety they feel is not so much about what’s going to happen today or tomorrow, but rather what is going to happen in months or years down the road. Will they have a job? Will they enjoy it? Will they have had the opportunities they hoped?
That’s why it’s important to talk to your employees about the company and its long-term prospects—and to do so in a way that includes them. Make them feel like an integral part of the future without, of course, guaranteeing them employment. Find a way to tie the company/brand’s future with theirs.
- For example, if you’re planning to grow the business globally, tie the opportunities for travel and career advancement that expansion can provide to those who want it.
- Acquiring a company? Talk about how the acquisition may further shield your company from being acquired by another (and the uncertainty that often comes along with that level of change).
- Don’t speak only in terms of your brand or company’s balance sheets. Speak in terms of the impact you brand will have on your customers in the future. Paint a picture of the world that all of you, working together, can collectively create.
Quote of the Month
“The ability to listen is as important as the ability to speak.”