When people think of marketing communications, they typically imagine public-facing advertising like TV spots or internet ads. Some might think of public relations. But most overlook an equally valuable form of communication that’s staring them right in the face every day – internal communications.
When a brand develops an effective internal communications program, it creates a whole team of people who are ready to live out the brand as the external communications have promised. I’d like you to stop and think about this for a moment. No matter how good your external communications are, they’re just empty promises unless your employees back them up in their daily work. And the best way to start that is to communicate to your team how they can bring those promises to life.
Take, for example, an internal program we developed to work alongside our external campaign for FairLease. Externally, we promised FairLease customers a welcome surprise in car shopping. Internally, we rolled out a campaign that captured the sunny disposition of the external communications while relaying important information about the brand’s new messaging. We helped coordinate a launch party for the new brand where we introduced the entire company to the new logo and corporate colors, passed out SWAG like branded t-shirts, shopping bags and baseball caps, and gave a quick presentation about the new brand platform and marketing goals.