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Welcome to my random musings!


The information and opinions contained on this blog pertain to my experience and background in communications and marketing. While I hope that the articles posted will be of interest to those in my profession and to anyone who happens to stumble across them, I respectfully request that any and all information taken from my work be referenced back to me and that you provide your thoughts and opinions in the Comments area.


My intent is to share and create a healthy dialog — hey, you don't have to agree with me, just be able to counter anything you read with your own experience and be open to my response —  it will always be written respecfully.


Thanks for taking time to check out my posts —

I know your time is valuable!

By Cheryl E. Walters, May 7 2016 04:06PM

Trust is the lubrication that makes it possible for organizations to work.” – Warren Bennis

A company's employer (internal-facing) brand needs to be tied with external branding efforts, yet also focused on the organization and individual. The more organizations become decentralized and experience increased market reach, the demand for a comprehensive internal communications program has grown in tandem.

The way your employees feel is the way your customers will feel.” –Sybil F. Stershic

As the need for inter-office communication rises, progressive companies channel energies to ensure their core values and brand are “evangelized” throughout the organization. How are they doing this? By tying all of their internal communications into their core values and brand.

Internal branding and communications helps employees and stakeholders (such as sponsors/suppliers, franchise teams, external call centers, etc.) to understand the organization's mission, vision, values, and culture. It's important for any company with multiple departments or multiple locations to have an internal branded communications strategy in place. There are many valid reasons for an internal branding communications strategy, and I've listed three here:

1. Cost effectiveness

2. Consistent messaging

3. Brand Awareness | Employee engagement

1. Cost Effectiveness

Inter-office communications is an integral part of any organization. Employees need to communicate with each other both within their own department and with other departments and locations. It is much more cost effective to have consistent templates, imagery and communication tools for company-wide use than it is for each person or department to develop their own look, graphics, design and messaging. It saves time and resources to have branded tools readily available, not to mention the consistency they provide.

2. Consistent Messaging

In order for a brand to resonate both internally and externally, the entire organization must understand the mission, vision, values and culture. It is inherent to the organization’s way of doing business – from customer service, direct marketing, to the treatment of your employees and partners. Development and communication of an employer brand throughout the organization is key. A company’s employer brand needs to be tied with external branding, yet focused on the organization and individual. The employer brand has value and delivers commitment to the employees and stakeholders. Initiatives, policies and practices must also align with these values.

3. Brand Awareness | Employee Engagement

Consistent messaging helps develop employee engagement, which is the process of forming an emotional and rational attachment between an individual their employer brand. The attachment is built through visual, written and experiential messaging. Communication vehicles, (new-hire orientation packets, corporate newsletter, emails from executive leadership and on community causes, training videos, intranet, blogs, etc.) when branded together, generate greater employee awareness and brand engagement.

“Create caring and robust connections between every employee and their work, customers, leaders, managers, and the organization to achieve results that matter to everyone in this sentence.” –David Zinger

It all boils down to this: Employees are the heart of any business. When they feel a connection to the brand, are motivated and more willing to evangelize for it, there is not a more powerful advertising campaign that can compete.

By Cheryl E. Walters, Apr 28 2016 04:00PM

A Brand is More Than Than The Sum of Your Marketing + Advertising Efforts

Marketing and Advertising are inherent to the success of a company’s positioning within the marketplace. Marketing is the study of consumer behavior, positioning, distribution channels and sales management. Advertising introduces products to the consumer. Both, however, are only tools to connect customers and businesses — they are not “experiences." Branding is more than a logo, product, service or company — it’s a relationship-building process. A brand is what happens when all of these elements are combined to form a complete picture. When this happens successfully, every aspect – logo, product and perception of a company - will resonate with the brand’s message and everything it stands for.

To a Customer, Your Brand Is a Promise

Your brand impression rests in the minds and hearts of your key audience: customers, clients, partners and prospects. It is the sum of their experiences and perceptions of working with your company or using your products. You've heard the phrase, "Perception is reality for the person holding it," right? So how does your brand stack up?

Many of these impressions you can influence, and a strong brand is invaluable in the battle to attract and retain customers. When designed and leveraged correctly, your brand will position you as a leader in your industry.

To an Employee, Your Brand Is Who They Say You Are

As organizations decentralize and experience increased international reach, the demand for a comprehensive internal communications program has grown in tandem. As the need for inter-office communication rises, progressive companies focus their energies to ensure its core values and brand are “evangelized” throughout the organization. How are they doing this? They tie all of their existing communications around their core values and brand so every employee understands and believes in the message behind the brand.

What are Your Company's Core Values?

Before beginning any marketing and advertising campaign – internally or externally – it’s important to define your core values. Core values are attributes your organization has determined as most important to the way you do business, such as:

• Integrity,

• Dependability,

• Superior knowledge of product or service,

• Innovative, etc.

Core values may not be revealed tangibly, but they are expressed as your organization’s way of doing business – from customer service and direct marketing, to the treatment of your employees and partners. Your core values should be understood and believed by all members of your organization – from senior executives, sales team, customer support, and administrative staff, even your strategic partners and stakeholders. In essence, if your organization believes in them, so will your customers.

If you have the time, let's take a few minutes together and write down the values you believe are most important to your organization.

Your Core Values Defined – In A Word, Sentence & Paragraph

Now that you have identified your organization’s core values, you can then define them further using a "one word, one sentence, and one paragraph" approach. Let's try honing in on three words first. If you were asked to define your company’s core values in three descriptive words, what would they be? Once you have these three words written down, how would you define each one in more detail?

Let’s say you wrote down “Innovative” as one descriptive word. Write down what “Innovative” is and isn’t. For example:

Innovative is:

• Creative

• Forward-Thinking

• Inventive

Innovative is not:

• Indecisive

• Frivolous

• Reckless

Once you have defined each word, describe how each word defines your company. As an example:

“We’re innovative in our quest for ideas and our creation of new business.”

Next, explain this further in a short, 3 to 5-sentence paragraph. For example:

“We challenge conventional thinking by looking to the future – not the past – for answers to today’s challenges. This is how we are able to find the right solution before others have even asked the right question. We believe that if you refuse to be in a box, you don’t have to think outside of one.”

This content can now be used to assist you in the development of a comprehensive marketing plan.

The Road Less-Traveled

Defining your brand is a journey of business self-discovery. It requires that an organization take a good, hard look at how it currently serves its customers and how it could do it better. Internalizing your core values within your organization will help to strengthen employee engagement, increase productivity, gain and retain customers. In the end, isn't this why strong brands are successful?

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