CORPORATE VOICE & IMAGE
A Challenge For All Team Members!
What Role Do You Play in Your Organization?
When someone plays a small role in a large organization, it may seem that the issue of corporate branding is out of bounds for them to even consider. And unless someone is in the top tier of management, that may be true. Nevertheless, a growing number of progressive organizations are asking for general input when re-evaluating elements of their daily operation, branding, and development--regardless of an employee's title or pay-grade. Such an environment encourages everyone to feel they are truly part of a team. And it can producea unified perspective on corporate branding that is ideal for presenting a harmonized voice and image to the world.
With all of today's focus on logos, slogans, and mission statements, the issue of individual expressions of corporate branding may also seem irrelevant to team members--and to executives who like to control every aspect of daily operations. Such a view is reinforced when the staff of an organization wears uniforms, corporate colors and/or insignia... and delivers scripted phrases when conversing with the public. [For an in-depth discussion of professional fashion, visit Wearing Your Brand].
It is true that choices in attire and accessories can reflect aspects of your team's public identity. But choices that deviate in tone and shade, as well as in texture, and even layering, can be inharmonious with the official branding code. Consider also that thetone of a staff member's voicecan convert a greeting intended to be welcoming into a clear wish to terminate the conversation as soon as possible.
Balancing Your Organization's
Voice and Image
How do you balance the voice and image your organization projects? I believe that achieving corporate
unity across the spectrum of branding elements can be assisted by clear statements of your organization's values. This can begin with periodic review and strengthening of your vision, mission
and values statements. By exploring the core of your identity, your can establish a firm foundation from which all official images and language can flow harmoniously.
Next, you can explore the specifics of how you apply the elements of your branding within your daily operations. Do your brick and mortar and Internet spaces, as well as your personnel project your corporate colors, shapes, and textures? Are the words used in text for operational materials, signage and your staff reflective of the inner core of your organization?
Once there is harmony in the descriptions of your corporate culture, you will need to evaluate how you and your team are bringing them to life in your daily operations. To do this effectively, I suggest that you invite input from everyone involved in your organization. Why? Because hearing their thoughts, and even
complaints, will provide you with perspectives that might be held by your clientele.
Even when such input cannot be applied without modification, the knowledge gained will allow the organization to make informed decisions that will carry everyone forward positively.
What choices in appearance and language
can your organization's team members
make to reflect their personal style
while synchronizing and harmonizing with
your corporate culture?
To enhance your wordsmithing skills, visit
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