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April 28
Branding is an important tool in managing your corporate communications. Like external communications, internally distributed content requires brand management to help your communities understand where the communication is coming from, and how important it is for their consumption. By utilizing brand standards within your communications framework, you can help your communities through non-textual cues, controlling the response to a communique.
So what elements do branding provide with internal communications?
- Sender Identity: Communities immediately know who is sending the communications, and thereby know what position and role the sender plays in the business and how they affect the recipient's work
- Thematic Groups and Effective Monopolies on Content: By branding communiques, you have instantly set up logical groups for combining individual messages into a single communique. For example, if you set up a sender brand as IT Sales Operations, you can logically combine CRM updates, expected downtimes, taxonomy changes and new functionality element announcements into a single communique, though the work has been provided by multiple groups across the business and IT organizations. The brands allow content monopoly, further streamlining the volume of communications to your communities
- Content Guidelines: By branding, you can control the content presentation. No more ALL CAPS, music embedded, pink background, yellow blinking text emails! :)
- ConsistencyAcross Vehicles: No matter what you're using, you know they know it's important
- New Group Awareness: By co-branding new groups with strong existing groups, awareness and attention benefits can be immediately gained from piggybacking on the existing sender brand
- Old Group Re-definition: If a brand has been singled out as over-communicating and content effectively ignored, re-branding can help reset the perception bar. Of course, real change in communication will be needed to maintain the new perception.
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