What do you do if your brand story isn't reaching your team through internal communications?

When noticing that the brand story isn't reaching your team, the first step is to conduct an internal audit. This involves assessing all communication channels used and identifying where the message delivery is failing. Example: Analyzing the effectiveness of emails, meetings, intranet... Additionally, it's crucial to engage employees through direct feedback. Conducting organizational climate surveys, individual interviews. For instance, we can conduct an anonymous survey to determine if employees clearly perceive the brand's values and objectives. This helps understand where the gaps in internal communication lie and how they can be improved to ensure that the brand is understood and internalized by the entire team.

An example of what can be done? Develop an internal communication style guide that includes examples of how to use the brand story in different communication scenarios, such as team updates, welcome messages for new employees, and announcements about corporate events. Additionally, host training sessions or workshops to help employees understand how to incorporate the brand story into their daily interactions with colleagues and clients.

By encouraging leaders to consistently communicate and embody the brand's values, we can create a cascade effect throughout the organization. For instance, conducting regular team meetings where leaders share personal stories or examples that illustrate the brand's values can humanize the narrative and make it clearer. Moreover, integrating the brand story into leadership development programs ensures that future leaders are equipped to carry on the mission. Having leaders serve as brand advocates inspires confidence, fostering a stronger sense of unity and purpose within the organization.

Keeping communication channels updated is essential to ensure that the brand story resonates effectively with your team. Traditional methods, such as emails, may not always capture attention or reach everyone. An example is adopting more dynamic formats, such as video messages or internal marketing initiatives, to effectively convey the brand narrative. These methods promote engagement and encourage dialogue, making the story more compelling and memorable. By diversifying communication channels, you expand the reach of the brand story, increasing the likelihood of it being embraced by various segments within the team.