Most B2B companies use standard communications vehicles to inform people about the company brand. The company sends out an email, a newsletter, a “talking head” CEO video, passes out copies of the new corporate brochure, and distributes brand guidelines and visual standards.
These types of communications treat the brand as a directive. As far as next steps, the company mostly expects employees to follow the visual standards for using the brand elements, company logo, etc. Messaging tends to focus on “look and feel” and “what not to do.” These approaches may inform, but they miss the mark on commitment. So what is the proper way to communicate about the brand to employees? Chris Wirthwein and Joe Bannon offer these five steps:
1. Hear it – Be exposed to the brand.
2. Understand it – Know the meaning and reasoning behind the brand.
3. Believe it – Accept it; trust that what supports the brand is true and valid. The essence of the manager’s “ask” is, “Will you join me?” Leaders who speak in this way model a head-to-heart commitment and give their give employees the choice of joining in.
4. Communicate it – Be able to explain the brand to others in their own words.
5. Live it – Express the brand through their behaviors.
