With the exception of a few drivers, most people obey stop signs. Responsible drivers understand that stop signs are a signal to act in a certain way. While waiting my turn at a four way stop, I wondered what signs we should use to get employees to act in a way that supports our brands.
Many companies overlook the importance of internal brand communication. How much more effective would an organization be if the employee and their families fully understood the brand promise, sales strategy and customer service standards?
Today’s employees are the product of an evolutionary change in the sophistication of media and production values. While the old company newsletter still stands as a stalwart of communication in many organizations, intranets and internal blogging are now valuable real-time tools.
Eli Lilly and Company uses digital signage in the form of TV screens (LillyTV) that feature company news in the places their employees linger. While waiting for coffee, the elevator or an ATM, employees turn to LillyTV for the latest headlines, pictures and videos of company news and local or international events.
Not only is LillyTV an instant way to distribute company news, it reaches employees who don’t sit in front of a computer. “In manufacturing, people don’t have their own computer, they don’t sit at a desk often, so they don’t see the company website, e-mails or newsletters,” says Chris Bias, senior internal communications associate at Lilly. “But [now] they can get the information too, because it’s in their break room.”
Eli Lilly is using a cellular TV system from MediaTile, which has been around since 2002. Its website claims to offer “Digital Signs in a Box” that are easy to install and connect to a cellular network.
Internal communication needs to reach beyond just the desk or the break room. Repetition of the message should be delivered at home and to the family. Expanding your brand message to the circle of influence, or as Seth Godin calls it the Tribe. When done successfully, the entire family communicates your brand attributes in their social circle, thus expanding your sphere of influence.
Ideas to create a family of brand ambassadors include:
- Communication sent to the employee’s home that engages the entire family
- Text messaging or posting on an employee’s Facebook page to acknowledge a job well done or an anniversary date
- Posting a YouTube message to the employee and their family, again acknowledging the role they played in the company’s success
- Encouraging employees to bring family members to the office so as to engage further with your brand
- Sponsorship of employee softball teams, charitable events or other social activities sends a clear message that your brand is human
Western civilization craves information. Communicating the company brand promise, new initiative or sales goal, keeps everyone engaged and involved. Keeping the employee’s family engaged creates a supportive home environment. How you communicate is as important as what you communicate. And like the four way stop sign, when understood, it keeps everyone moving forward.
Tags: Brand Evolutionary, Brand Promise, Communication, Customer Service, Employee Relations
