How to Create a Clear Message [Hint: It Starts Internal]
Communication is a base human instinct. It’s how we connect to the people and environment around us. For generations, we have used stories to communicate messages. From hieroglyphics to Shakespeare to James Bond, stories help us make sense of the world we live in.
Even companies use branded stories to connect with their consumers. They craft strategic communication plans to tell their story to potential and current customers in the hopes that it will convince them to buy their product or service.
There is one key audience often left out of these plans though that affects the overall success of those strategies: the employees.
Many companies rely almost exclusively on their external communication strategy to influence growth. But an effective communication strategy encompasses both internal and external communication.
Your employees have the power to become your company’s greatest ambassadors. They are your brand’s loudest mouthpiece and greatest cheerleaders. When they believe in your company and the work they are doing, there is no end to the goodwill they will spread about your business.
The key to building your base of ambassadors is communicating with them. Your greatest ambassadors are those employees who share your values and vision, and who believe that your products or services make a difference.
When you take the time to clearly communicate these ideas to your employees, not only are they more willing to amplify your brand, but you have successfully created walking resource centers for your consumers. Now, when your employees are out talking about your company, the message they are spreading is one that you’ve created.
Not only is the message consistent with everything else your company is telling consumers, but your employees are also better able to answer questions and push prospective customers through their buyer cycle faster.
This communication only takes place if you take the time to send regular employee updates and foster a system that allows for employee feedback.
Send Regular Updates
Employees can only tell people in their networks the information they know. Sending regular memos to your entire staff about messaging changes, new products or future projects will engage your employees and help them spread the word about your business.
You could design a flawless communication strategy, but if your employees aren’t engaged with your business, it won’t do you any good. Hosting town halls, providing regular feedback and leaving room for employee innovation are some ways in which you can foster an open communication line with your employees. When they feel like they are valued and respected, they are more willing to spread your message.
Employees should always be your first priority when creating a communication strategy because they help consumers better understand what your business is and what it stands for. Without them, your communication strategy will only go so far. When you include them, your brand message will be amplified farther and faster than you can imagine.