Brand communications
Internal communication that deals with brand tends to fall into two categories.
First there's the 'spray and pray' approach, which goes something like this. We'll broadcast the brand values inside the organisation - we'll make sure you see them everywhere you go. We'll make sure there's a launch - probably with loud music, gobo spot lighting (look it up, you'll know it when you see it) and balloons - we must have balloons. We'll tell everyone all about the brand. And while we're at it we'll tell them all about the new collateral that we're distributing across the organisation - posters, mouse mats, screen savers, podcasts, DVDs, toilet stickers, newsletters and so on.
In truth there's usually something eye-catching or creative that you've not seen before - we might even have forked out for a better class of celeb to front the DVD.
The idea is that if we go on about the brand values enough, and make it glitzy and pretty enough, then you can't help but know what they are.
The problem here is that knowing the values doesn't change behaviour. Neither does it change how the organisation itself is aligned with the brand.
'Spray and pray' risks highlighting to everyone just where the organisation is failing to deliver on its brand promise internally. People don't feel part of anything. The posters curl on the wall, the DVD gathers dust - the ghost of last year's 'big idea'.
The second approach - 'lovelification' - isn't really communication at all - it's simply signage. Here the emphasis is on the look and feel of the brand. The focus is on policies, brand books, colour charts, photography instructions. The idea being that if everything is harmonised with the 'logo' then this is somehow addressing the internal brand.
It's a bit easier to spot the flaw here. The mistake is to assume 'brand' means 'logo'. We should all now be aware that 'brand' means promise to the customer or promise to the employee. It doesn't mean the logo and the pretty design. Making sure the logo's right on everything, that the printed, electronic and signage designs are harmonised, makes no difference to how your people experience their workplace. But it does make it look lovely and this is important.
Our approach
Brand communication internally should seek to make the brand come alive and sing in ways that are relevant to your people - all of your people. This means finding both channels and content that people want to engage with. I mean using this to generate conversation and provoke discussion.
If you're read our pages on change you'll know we believe in two fundamentals for sustainable change. First, people have to internalise and personalise things like the brand and what it stands for. Second, change occurs in the space between people - through their conversations, negotiations, discussions, meetings etc.
We work with you to realign communications within your organisation. Looking at how you can help people find their own interpretations of the brand and what it means to them. Using your communications to stimulate conversations and set expectations that arise from the brand values.
In this way communication inside your organisation become a vehicle for brand alignment in a way that truly relates to changed behaviour.
We believe this can and should be measured. We're fanatical that communications should be about outcomes not outputs.
Read more about how we can help you achieve this
moreOur measurement systems allow you to show how the interventions you have put in place have helped realign your organisation and contribute to improved brand delivery and business performance.