Is Your Corporate Message Authentic?
Your corporate message tells everyone – stakeholders, customers, and the public – who you are and how your company is different. What many organizations fail to understand is that everything they say and do, trivial or otherwise, becomes part of their overall corporate message, so if you are not being authentic, it creates discord.
What is Authenticity?
Authenticity is truth and trust. Just as executives must learn to be authentic in order to be better leaders, better presenters, and more credible thought leaders, an organization must be authentic in order to build brand identity, reputation, and trust with consumers and stakeholders.
Authenticity is the key to connecting – whether you’re trying to attract talented employees, interested investors, or positive publicity.
How to Create Authentic Corporate Messaging
Creating authentic corporate messaging starts by recognizing that what you do within the walls of your organization is just as obvious as the message you choose to put to the public. Transparency, then, is essential. Each leader must embrace and exemplify the organization’s culture – and the message must be consistent.
Corporate messaging allows you to define and communicate your company’s goals, mission, and motivation. Developing a central message depends on the company and industry, but all messages are designed to create trust, brand awareness, and establish the relevance of the organization.
Corporate Messaging Strategy
There are two components to a corporate messaging strategy: internal and external communications. Internal communications, from annual meetings to departmental meetings, are designed to ensure that everyone within the company understands the mission, the goals, and the message. External communications, from social media updates and press releases to news conferences and soundbites, are designed to disseminate that message to the public.
Whether you sell products or services, whether you’re a Fortune 500 company or a two-person shop, your corporate messaging is tied to your brand and your reputation, making it an essential part of your overall business strategy. Every communication that comes from your company, internal or external, should be created keeping this in mind.