Do you have many things you want your employees to understand about your corporate branding strategy, what they should be doing to carry it out, and how they should interact with customers to fulfill your brand promise?
Do you have lots to say about your corporate branding strategy, but no time or opportunity to say it all?
Try these four ideas to prioritize internal messages for employees to help them understand and carry out your corporate branding strategy.
1. Crafting Brief Internal Brand Messages
This idea is from a corporate branding consultant. Assemble all the internal brand messages you hope to share with employees and put them to this test:
“If you had 3 minutes, a megaphone, and all your employees in the parking lot, what would you say?”
Three minutes translates to approximately four hundred words – about this blog post’s length. With that limit, which internal brand messages will make the cut?
2. Even Shorter Internal Brand Messages
This puts your messages to the tougher elevator speech test:
“If you have a 30-second elevator ride, what internal brand message would you want your employees to be able to share with customers (knowing they also have to understand, explain, and carry out that message)?
In crafting the elevator speech, what elements of the brand promise, brand benefits, and points of differentiation are vital?
3. Creating Instantaneous Brand Messages
At a long-ago workshop, author Jay Conrad Levinson challenged the marketers to develop brand memes. Levinson used “meme” to represent a symbol or icon instantly recognizable that conveys your brand and its promise to customers.
A text-based logo with a bland brand name doesn’t pass this test. In that case, what else could you depict to instantly allow customers to get your brand, what it stands for, and what it does?
4. First, Last, Only Corporate Branding Strategy Messages
This final idea is a variation on a reminder for getting the most from church: What would you want your first brand message to employees to be? What would you want your last brand message to employees to be? And if you could deliver only one brand message to employees, what would it include?
Have three individuals or groups answer this question separately. Look for the common messages among the three scenarios. Those are the ones to prioritize.
From Corporate Branding Strategy to Internal Brand Messages
Try these four ideas to prioritize your internal brand messages and fashion something employees can understand, remember, and carry out successfully. – Mike Brown
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