How do you know what's consistent, what fits with your brand? How do you harmonize integrity of message, transparency and authenticity?
This is a topic I am working on so I'd love to have your input. I'll be writing about it over the next couple posts.
To begin with I want to share a little visual I drew yesterday. My client has recently expanded her marketing department and is concerned about how her team is going to maintain the brand image and culture of the company while simultaneously engaging in authentic, transparent communication in the world of digital and social media
First we reviewed her brand overview and then we discussed how to empower her team to engage in authentic communication across all communication platforms.
My goal was to create a visual tool to empower her employees and support them in their desire to make good marketing and communication decisions. Which are authentic, transparent decisions that improve the overall image of the brand and help the team meet it's goals and obectives.
So think of this as a decision making filter. You can put any content in it you want. When I am reinventing a corporate culture, for example we will put each of the values on a different line. For the purpose of integrity, transparency and authenticity for the marketing team we chose the key elements of our story/brand and the characteristics we want to define all of our engagements.
The Question:
What will the impact, effect of our (decision, message, communication tactic) be? Will it enhance or detract from our goals is it congruent or not with who we want to be and where we want to go?
Now we ask this question in this fashion ....
1. Will it enhance or detract from our vision?
2. Does it enhance, strengthen our Mission, Brand Promise or?
3. Is this consistent, congruent with our company values?
4. Is this consistent, congruent with the personality, tone & culture of the company?
5. Does it enhance engagement? Listening? Sharing?
6. Does it enhance or detract from transparency?
7. Does it enhance or detract from trustworthiness?
8. Is it timely, executed authentically in real time?
Now she and I are going to work with her team and see how they improve this filter for marketing, communication decisions. Your thoughts?
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