How can you create a messaging playbook that engages your entire organization?

To create a messaging playbook that engages your whole team, start with a clear brand message and understand your audience's needs. Define key messaging pillars and set guidelines for how you communicate, including tone and style. Include examples, templates, and visuals to help employees easily follow the playbook. Share feedback and success stories and provide training for your team. Make sure it's a living document that gets updated and is endorsed by leadership. Keep it accessible to everyone, either digitally or in print. This playbook ensures everyone in your organization speaks with a consistent, engaging, and on-brand voice, reinforcing your brand's impact and message.

Brand purpose at it's core is simply a promise you and your company make, that you can keep. So don't just come up with some fancy words or use a template. Figure out the dent you want to make in the universe (be it large or small), and who it serves. Then it's gut check time. Are you willing to shape your entire operation around delivering that promise? Answering this simple question will ensure that your brand purpose aligns with your company's strengths and passions as well as the needs and expectations of the people you serve as well as your stakeholders. Ultimately, this will lead to a purpose that resonates authentically both internally and externally.

Building a messaging playbook that gets everyone on board is like creating a shared story. Involve your team in its creation, so they feel invested. Keep it clear, concise, and consistent. Highlight your brand's values and goals, making it relatable for everyone. Regular training and open communication ensure everyone knows their part in this story, making your organization feel like one big, happy, and engaging team!

A great brand purpose is simple at its heart and clear - think of all the different types of people in your organisation that needs to embrace it. A brand purpose also doesn't have to go to a higher order purpose of saving the world, it can just be about meeting certain needs really well. It all depends on what your customers want and need.

Your aim here is to get to something that's 'meaningfully different' to your key stakeholders because in all reality, it is unlikely your business is that unique vs competitors. It's also got to be credible for your business.

Think about where your messaging playbook lives - make it accessible, engaging and easy to consume. Embrace internal communications channels to direct people to it and think about the role it can play in onboarding new joiners.

Think beyond sales and marketing departments when building and implementing your messaging playbook. A messaging playbook can also: - Guides Hiring Practices: ensuring new hires understand the core values and goals of your company and attracting talent that aligns with your brand's identity, ensuring everyone is on the same page from day one. - Influence Product Development: it's vital in shaping product development and aligning product innovation to your audience's needs and preferences. - Streamline Operations: It provides a consistent framework for decision-making, ensuring that all aspects of the company—from marketing to customer service—are aligned with the brand's core values and objectives.