11 Feb The Value of Corporate Messaging
Employees are key representatives of their respective companies; each person is a potential ambassador for that brand, and should communicate consistent messaging.
Company leaders often take for granted that employees can deliver the same compelling elevator pitch that explains the purpose and value of their company that the leaders can.
In reality, most employees can’t articulate a clear, compelling value statement. (Don’t believe me? Just ask them.)
While corporations may spend millions of dollars on marketing collateral and advertising, they often overlook the importance of developing foundational messaging and disseminating it to their employees.
If each employee explains the value of a company differently, existing and future customers might interpret that as a lack of focus, or, simply, poor leadership.
When creating corporate messaging, it’s important to come up with clear, concise answers to the following questions:
- Why does this company exist? What is its purpose? Whom does it serve? What is its history?
- How is this company different from other companies that offer similar value? What makes it unique?
- What is the vision? What is the inspirational message of what the company will deliver in the future? How will it change the world?
- What are the shared values? Does the company give back to the community? What does it care about? What does it ask in terms of employee commitment and culture? What behavior does it expect?
A good example of a strong value statement is “L.L.’s Golden Rule”:
“Sell good merchandise at a reasonable profit, treat your customers like human beings, and they will always come back for more.”
–Leon Leonwood Bean
A strong corporate tagline is easy to remember, upbeat, includes a key benefit to customers and differentiates itself from the competition. It sounds simple, but it’s not. That’s why many companies don’t do it.
Imagine the benefits of having all employees deliver the same message to the world. Even if each person doesn’t memorize the pitch, they should still be able to communicate the gist.
A company with a consistent brand has more potential for success than one that doesn’t deliver a clear message. Take the time to craft strong messaging, then make it a priority to share it with each employee repeatedly over time. The culture will take care of itself, and employees/ambassadors will reinforce that messaging both within the organization and externally to the world.