Getting your corporate communication right is essential to building the trust and credibility of your organisation. Whether you’re delivering external or internal communications, these top tips will help you to create a brand voice that consistently shows your business at its best.
Tone of voice: this time it’s personal
Tone of voice is an expression of a company’s values and way of thinking. Establishing the style of language your company uses will ensure that all your corporate communication is aligned, no matter the channel you choose to use. Tone demonstrates the kind of company you are, for example approachable and conversational or serious and objective. Do you use colloquial language or are you more formal in your approach to communication?
In digital communications, a unified brand voice is even more important. If someone can’t see you speaking, read you body language and hear the intonations in your voice, tone and language will be a major contributor to the success of your communication.
Unlocking your key messages
Your key messages are the important pieces of information that you want people to remember about your business. They help to identify what makes your business different and build trust with your audience, playing a central role in your corporate communications and campaigns. They will provide structure and consistency, elevate your ability to manage your communications activity and enhance your stakeholder relationships.
Your key messages should be believable and easy to understand, positive and purposeful with targeted messaging for each of your audiences. As your business evolves, it is important that you revisit your key messages to ensure they remain relevant to your business and audience.
Integrate internal and external corporate communication
Communicating your brand’s journey externally is just as important as communicating it internally. The divide between internal and external corporate communication no longer exists. It is important to remember this when your company experiences change.
Robust internal communications will help your employees to understand the personal impact and provide context. This creates a culture of transparency which will then translate externally. Done this way, companies are better prepared to mange their external corporate communication about internal change. A transparent and communicative culture will also incentivise employees to act as brand ambassadors, who understand their purpose and influence.
Sharing is caring
What to share, how much and to who? These are common issues that brands might face, particularly when an internal change has occurred within a business. It is important that you always approach each challenge with transparency at the centre of your corporate communications plan. It’s not about only communicating when you have to or when you’re trying to influence change – transparency gives you the opportunity to tell your story the way you want it to be heard.
Being transparent with your audience, consistently throughout all your communications, will only serve to bolster the respect and trust they have for your brand when you really need it.
Keep it consistent
Maintaining a reliable tone of voice and transparent company culture will help to keep your corporate communication consistent. Whether the CEO is speaking at a conference or you are emailing a journalist, a unified approach to communication will help to affirm your brand ethos, values and personality.
Regular and consistent communication of interesting and relevant content will keep your audience engaged and your business front of mind. Creating a plan and a clear set of objectives about what you want to achieve will provide a point of reference to ensure you keep on track and help to measure success.