Anne Sauve, a Toronto-based marketing communications consultant asked, “What do you think the role of employee communications is in the context of brand-building?”
One of the most important groups that we advise our clients to communicate with are the employees of their own company. They often know the brand intimately.
If they don’t project a good brand message, the problem can be that no one has helped them to understand it. So they tell it from their perspective–but then it might be their own individualized perception rather than the company’s well-thought-out brand message. If the branding is “created” or “fake,” that won’t do any good, either, because the employees won’t believe it (and might even resent it). (more…)