Your internal brand story is the narrative that defines your organization's identity, values, purpose, and culture. It's what makes you unique and connects you with your employees. But how do you share it effectively and consistently across your internal channels? Here are some tips to help you craft and communicate your internal brand story with your employees.
Before you start telling your story, you need to understand who you are telling it to. Your employees are not a homogeneous group; they have different backgrounds, roles, interests, and preferences. You need to segment your audience and tailor your message accordingly. For example, you can use personas, surveys, interviews, or analytics to identify the needs, motivations, and pain points of your different employee segments. Then, you can adapt your tone, language, and format to suit each segment.
Your internal brand story should not be limited to one format or channel. You need to use a variety of formats and media to convey your story in an engaging and memorable way. For example, you can use videos, podcasts, newsletters, blogs, infographics, webinars, or gamification to tell different aspects of your story. You can also use different channels, such as intranet, email, social media, or mobile apps, to reach your employees where they are. The key is to use the right format and channel for the right message and audience.
Your internal brand story is not a one-way communication; it's a dialogue that involves your employees. You need to encourage your employees to participate, contribute, and co-create your story. For example, you can invite your employees to share their stories, feedback, ideas, or questions on your internal platforms. You can also showcase your employees' achievements, recognitions, or testimonials that align with your story. By involving your employees, you can make them feel valued, engaged, and part of your story.
Leverage the power of your employees' personal LinkedIn profiles. Encourage them to share personal anecdotes related to your brand story. Create a campaign where each week, a different employee takes over the company's LinkedIn page to share their perspective and experiences, thereby humanizing the brand.
Your internal brand story should reflect your reality and your aspirations. You need to be authentic and honest about who you are, what you do, and why you do it. You also need to be consistent and coherent across your internal channels and touchpoints. For example, you can use a clear and compelling brand voice, tone, and style to express your story. You can also align your story with your actions, behaviors, and decisions. By being authentic and consistent, you can build trust, credibility, and loyalty among your employees.
Your internal brand story is not a static or fixed entity; it's a dynamic and evolving one. You need to measure and improve your story based on your goals and outcomes. For example, you can use metrics, indicators, or feedback to evaluate the effectiveness, reach, and impact of your story. You can also use data, insights, or best practices to optimize your story and make it more relevant, compelling, and engaging. By measuring and improving your story, you can ensure that it meets your objectives and expectations.