Declutter your Business Communication to Build a Better Brand (1/2)
Perspectives and decisions that matter.
Coherent branding is a result of consistency across systems. One may overlook the approach to most daily processes, hinting away more about your brand than you notice.
Issue #1: Branding is for external people only.
It is subconscious to look at marketing projects at the surface level of operations. But everything going out or leaving an impression to the outsider, in the end, is coming from you and your team. Complete focus on —
When clients (or outsiders) visit …
When emails are sent out… OR
When we go out for meetings…
…is not helping your cause. Clarity begins at home just like charity. We forget that the person sitting right across the desk also has an opinion. Or maybe not. (The latter is more dangerous than the former.)
Your team speaks to 50-500 people outside and what they think is vital. Their story is part of your brand story. But we surely don’t want to feed scripts or teach robotic responses.
“The Conveyer Belt People” is not the Goal.
Personal experiences matter. A first-hand opinion formed through projects and awareness of the work history builds an association — with the team, their potential, and mindsets. A sense of belonging is the key.
Your company is a tribe with sets of diverse people. Know them and connect through values keeping varied contexts in mind.
Personal & Team Goals make the Skills Story: Interactions at work and learning together is an ever-evolving process. Every brand can bring out the depth of work, problem-solving approach and some humour from here.
Story strand: the small daily wins can present the company’s process.
Personal & Company Goals make the Professional Growth Story: Work habits create the culture of a company. A contextual philosophy or manifesto sets the larger picture for the crew when done right. It is visible to the industry as a service or product that one can respect and love.
Story strand: the professionalism is attributed to the company’s practices, as followed consistently by everyone.
Company & Team Goals make the Milestone’s Story: The company spirit keeps the team on its toes to go the extra mile. Propagate positivity and a strong brand message through the leadership, induction process and workflow. System design aligns your internal communication to create a movement for the world outside to notice.
Story strand: the company’s journey is owned equally by everyone with pride.
Team players are brand ambassadors. Gift them a story to share and remember to make them a part of yours.
Issue #2: Diversification depends on the portfolio.
In the services industry, all companies wish to diversify. The fear of getting similar work is a problem.
Often it is a request to skip some projects when I design credentials because the company wants to move away from similar work.
My suggestion is to showcase either the unique skill for each project or paint the collective impact. The similarity is a known fact internally only.
The presentation is the key. Not the one with slides. The one with a story, workflow, and spin.
Categorise and create pockets in your brand story where prospects can keep you in mind for specific purposes.
Shying away from strengths is unwise.
The turtle and hare ran a race. Did the turtle feel sorry for being slow? While the legend’s lesson is persistence, there is also a lesson of accepting one’s current skill, use it and talk about it like an exert—because you have it.
When you are good at something, show it. The fear of getting similar work is not even fear.
Diversification needs a different communication strategy.
Moving outside your expertise uses another muscle alongside your credentials. Your legacy helps in winning trust and more business. Diversification is dependent on your outreach. Communicating with the right audience to show the potential, power, and presence to keep you as a choice in comparison to the peers.
Branding is a continuous process to build and evolve with changing mindsets. Take decisions and declutter.
If you found this article helpful, clap to support. Part 2 is here.
