Revisiting Messaging: All on the Same Page?
We’ve talked several times here about the importance and fun in messaging exercises. We’ve also dabbled a bit on how you can use the messaging to be consistent in how you externally communicate. One area we have not discussed, in terms of messaging, is company alignment or the communicating of new messaging within your organization so that everyone, from engineering to sales, is on the same page.
Currently we are undertaking this exercise after settling on strong messaging and overall branding. The challenge now is how do you communicate this to a diverse workforce in a way that is education, exciting and inspiring? I’ve been through this from both sides in the past and I think that it is important to follow a few rules:
- Understand your audience, even if they are diverse. Have something for sales, developers, HR, executives and more;
- Speak with one voice. Try and focus the presentation of the messaging with a minimal amount of physical voices, one is stronger than many in this instance for the sake of consistency;
- Prove it. Back it up with research, competitive info, data from surveys;
- Put your money where your mouth is. Show folks what the new messaging looks like in real-world instances…this could be the web site, news releases, data sheets or even an eMail signature;
- Reinforce. I’m sure everyone is listening to you with 100% of their attention…um, no, they aren’t. Follow up with materials, a quiz, prizes…whatever it takes to reinforce the messaging and brand;
Later this week I’ll be back with some specifics of what we are doing down here in Austin, but how does your company communicate YOUR messaging to you? Is it simply an email pushed to your inbox or perhaps a staff meeting in the big conference room? Tell me your stories and I’ll include them in my post on Friday.
–Kyle Flaherty
