Showing posts from September, 2008

Random thoughts for today - total branding and communication

A few things I don't have time to write in depth about, but want to mention and hopefully will expand on in later posts:

1. An easy way to tell if your brand is aligned is to look at the quality of your meetings. If people are disengaged, unfocused, or focused on the wrong things (like side conversation/humor), 9 times out of 10 your brand is out of sync.

2. Teamwork is an overused word but it has a critical impact on brand alignment. If your organization is experiencing turf wars of any kind, particularly when it comes to policy people not communicating with brand people or brand people not collaborating with each other, your brand is not going to work. Remember, it's all about the OUTSIDE image...the purpose of internal communication is to feed into that.

3. Communicators need to train their clients NOT to ask for immediate communication plans. Any doofus can go onto Google or get a book and create a generic comm. plan (or consult the old comm. plan and rework it into a new one…

Bring the brand specialist in upfront

I hear it all the time and have been there too. The designer and the corporate marketing communications team (let's assume the typical setup - not integrated) are brought in at the last minute to "finish the job" on a project by "getting the word out". Nobody has consulted the marcom team to see if the project makes sense from a marketing perspective, is appealing to the customer, may have pitfalls, etc. And they think the designer is just there to slap a pretty picture on top, no need to coordinate with the strategic message or the overall brand. Lots of time and money wasted this way.

How to get over this if you are drawn into it?

1. Be honest - ask questions, raise specific concerns.
2. Stick to your core competency. Don't question the business model unless you have the technical knowledge to do so.
3. Partner with the designer if you're organizationally stovepiped. Get on the same page.
4. Do the best you can. Focus on simple, clear, credible messages ab…

25 Ways To Use Technology for Brand-Aligned Communication

This week I spoke at the ALI Strategic Internal Communication in Government conference about using technology to facilitate internal communication.

The starting point was that everything a communicator does, including the use of technology, should ultimately be in support of total brand alignment.

Then I progressed into a discussion of technology itself, and how to implement it effectively given a specific mission, culture, communication style, and desired brand.

Here is some actionable advice on this subject:
Put your logo on every communication—external website, intranet, blog, etc.
Work within the culture, not against it, to facilitate technology adoption.
Keep your message consistent across channels/platforms.
Purposely customize your external website to an internal audience.
Use technology to facilitate human interaction, not replace it.
Reassess user rights frequently to protect against information leaks.
Accept criticism (e.g. via blog) but insist that employees put their name on it.