Five branding opportunities thanks to internal communications
We spend many hours in our workplaces, they become small worlds where people relate constantly with the company and its population. Environments where we work and in which the emotional sphere is always involved: expectations are created and dreams, ambitions and delusions are born, all feelings tied by and invisible fil rouge to the company, which is also a brand.
In some company models, environments are set up as a home, with all the comforts available to the people, as if they are meant to dilute the transition from home to work. A company is the exact opposite of a no-place, such as an airport or a mall, and should reflect the beliefs of the brand, such as: if the company believe in dialogue and welcoming, it should conceive the workplace by limiting barriers or by using welcoming, and not buffering, furniture.
Each company, as a corporate brand, has its own identity and the fact that it is well represented in the working environment, may them be white-collar offices or blue collars factories, is a good starting point to generate a sentiment of belonging.
A company’s positioning and beliefs communicate its character, tell us what it’s made off, while identity represents its clothes that we all “wear” when we are part of a company, in some cases physically if we think about blue-collar uniforms. There also other interesting sides of internal communications of brands tied to people’s engagement. Taking into account that a company environment is made of people, the best goal that the company can set is to involve its own resources and turn them into “brand ambassadors”, a not always easy operation, which is practically carried out in many touch points, thought according to a strategy.
Some of the most popular (there are many, unlike environments and business units) can be summed up in the following:
1. Company intranet which is gladly used if it provides interesting contents, if it’s kept alive and not thought as a mere info repository.
2. Workshops and events as occasions of debate and sharing that requests a punctual and corporate brand identity and strategy- aligned organization.
3. Videos that are becoming more and more effective to create engagement and be spent easily in big realities because they are engaging, especially if you mean to reach everyone with corporate messages hardly deliverable through the papers, since they are read less and less.
4. Lunch and coffee areas are considered “hot spots” useful to deliver internal notices or initiatives that would otherwise not be read on e-mail.
5. Transit areas, such as turnstiles, entrances and elevator are fundamental touch point for “guerrilla” initiatives, helping creating an effective “communication journey” for relevant company messages.
Generally speaking, it is a good idea to crae for the branding the communication at the company entrances, respecting the brand look&feel, the tone of voice of the messages tied to the brand.