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What are the most effective communication channels for introducing a new corporate identity?

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A new corporate identity is a major change for any organization. It reflects a new vision, mission, values, and culture that you want to communicate to your internal and external stakeholders. But how do you choose the most effective communication channels to introduce your new identity and engage your audiences? Here are some tips to help you plan and execute a successful communication strategy.

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Sukhi Sahni
Benedita C?rte-Real

Consultoria em Comunica??o | Comunica??o Corporativa | Comunica??o Interna | Constru??o de Marcas | Eventos…
Meritxell Bagaria

Especialista en Gestión de Proyectos de Marketing y Comunicación en el ámbito deportivo

1 Know your objectives

Before you decide on the communication channels, you need to define your objectives for introducing your new corporate identity. What do you want to achieve? How do you want your stakeholders to perceive, feel, and act in relation to your new identity? How will you measure the success of your communication efforts? Having clear and specific objectives will help you align your communication channels with your desired outcomes.

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Emmy Mudamba.

Communication Specialist||Virtual Assistant ||Audiopedia Ambassador.
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It's important to note that the most effective communication channels will depend on the specific audience & industry. In my opinion, A strategic & well-coordinated approach that combines various channels can maximize the impact of introducing a new corporate identity. Additionally, it's crucial to ensure consistency in messaging across all communication channels to avoid confusion & reinforce the new identity. Employee Ambassador,Company Website & Intranet,Social Media: Leveraging social media platforms such as LinkedIn, Twitter, Threads,Facebook, & Instagram can help spread the word about the new corporate identity to a wider audience.

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2 Know your audiences

Another key factor in choosing the right communication channels is knowing your audiences. Who are the most important stakeholders for your new corporate identity? What are their needs, preferences, expectations, and concerns? How do they consume and respond to information? How do they communicate with you and with each other? By segmenting and profiling your audiences, you can tailor your communication channels to their characteristics and behaviors.

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Benedita C?rte-Real

Consultoria em Comunica??o | Comunica??o Corporativa | Comunica??o Interna | Constru??o de Marcas | Eventos Corporativos | Comunica??o B2B | Comunica??o no Setor Social
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Corporate Identity is, as the name says, about who we are as a company and as a brand. So the first and most important stakeholder to consider is the employees. If the process is done right, they will have participated actively in the construction of the new corporate identity and will be the best interested in communicating it right to the external stakeholders. If they are "surprised" by a new identity in which they don′t see themselves, they won′t be able to deliver it externally. Because a corporate identity is delivered not only by the traditional media but also by interactions, behaviors and perceptions.

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Meritxell Bagaria

Especialista en Gestión de Proyectos de Marketing y Comunicación en el ámbito deportivo
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Employees are the key to being able to introduce the new corporate identity. They are the highest ambassadors of the company and they must participate in all the previous work until they reach the identity. If they don't feel involved, the final work will not achieve the expected objectives.

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Cyrielle Molinier

Consultante en communication interne et RH
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The new brand identity indeed has a direct and varying impact on the company's culture. In the context of a strategic reorientation or any evolution, it's a step that needs consideration both externally and internally. How employees can embrace and promote this new brand is also a challenging topic!??

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3 Know your channels

There are many communication channels available for introducing your new corporate identity, but not all of them are equally effective. You need to consider the strengths and weaknesses of each channel, as well as the context and purpose of your message. Some channels are more suitable for informing and educating, such as websites, newsletters, or webinars. Some channels are more suitable for inspiring and persuading, such as videos, podcasts, or social media. And some channels are more suitable for engaging and interacting, such as workshops, surveys, or forums.

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4 Mix your channels

To maximize the impact of your communication strategy, you need to use a mix of communication channels that complement each other and reach your audiences at different stages of the change process. You can use a combination of push and pull channels, where you send out information and invite feedback, as well as internal and external channels, where you communicate with your employees and customers. You can also use a combination of formal and informal channels, where you convey official messages and encourage personal stories.

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Zachary Flynn

Strategic Communications | Live Events Production
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Your corporate identity should be able to wrap its arms around teams and employees; they shouldn't be able to go a day without seeing, thinking about, or intentionally acting in a way that aligns with this identity. To achieve this, you absolutely need to mix channels and methods. When I helped my previous organization launch their new identity, we used livestreams, pre-recorded video, audio, written content, professional learning pathways, meetings and more. Your identity is so much more than an intranet page or newsletter. Work closely with your change management partners to have a front-and-center launch, then be intentional to weave the identity's key messages throughout important projects and flagship initiatives. It's a journey.

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5 Test your channels

Before you launch your communication strategy, you need to test your communication channels to ensure that they are effective and appropriate for your new corporate identity. You can use various methods to test your channels, such as focus groups, pilot programs, or analytics tools. You can also ask for feedback from your stakeholders on how they perceive and react to your communication channels. By testing your channels, you can identify and resolve any issues or gaps that may affect your communication outcomes.

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6 Adapt your channels

After you launch your communication strategy, you need to monitor and evaluate your communication channels to see how they perform and what results they produce. You can use various indicators to measure the effectiveness of your channels, such as reach, engagement, satisfaction, or behavior change. You can also use various sources to collect data on your channels, such as surveys, interviews, or reports. By adapting your channels, you can improve and optimize your communication strategy and achieve your objectives.

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Charity Kiambuthi, MPRSK

Ag. Dean of Students, Lecturer in Communication Studies, Social Media Content, PR & C4D. Member of University Resource Mobilization Ad Hoc Committee/C4D Global Network Member & MPRSK
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Channels depend on an organisation's target audience, industry and the budget allocated to disseminate information about the brand or the content to be delivered. Some channels to consider: Advertising, external events, employee communications, public relations, press releases, social media, email marketing, and most importantly, company websites.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sukhi Sahni
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The most important channel that often is forgotten are the employees. Leverage then as your test and learn, do focus groups with them, leverage them as brand ambassadors. No one cares more about the company or it’s brand identity than the people who work there. Start with them and leverage their loyalty, passion and knowledge to not only create your brand identity but also test it out before you launch to the masses. Another important tip is to phase the approach. Start with a soft launch, test and experiment and when the kinks have been resolved, go to the market in a big yet memorable way!

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Laetitia Huret ??

Omnichannel Pharma Marketing Expert | Global Digital Project Lead at Servier ?? | Empowering HCP Engagement
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The company I am working at recently changed its brand identity, a premiere for decades! The success of this introduction was shaped by a meticulously designed workshop on top of other media to explain the purpose of this new brand identity which shaped our future ambitions for the years to come. It was more a "learning by experimenting" process to empower every employees to use this new identity efficiently. To date, nearly all subsidiaries are now up to date on this new corporate identity ??

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What are the most effective communication channels for introducing a new corporate identity?

1

2

3

4

5

6

7

1 Know your objectives

2 Know your audiences

3 Know your channels

4 Mix your channels

5 Test your channels

6 Adapt your channels

7 Here’s what else to consider

Strategic Communications

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What are the most effective communication channels for introducing a new corporate identity?

1

2

3

4

5

6

7

1 Know your objectives

2 Know your audiences

3 Know your channels

4 Mix your channels

5 Test your channels

6 Adapt your channels

7 Here’s what else to consider

Strategic Communications

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