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By advising organizations on how to develop a strong identity and how to communicate effectively, I help businesses create competitive advantage and stand out from the crowd in today’s rapidly changing world.
Differentiating through effective communication
Communication is at the heart of any organization’s performance and a key tool for guiding and executing corporate strategy. For communication to be effective, an organization needs to be engaged in ongoing identity-shaping practices and develop powerful messaging to evoke emotional appeal – feelings of trust, respect, and liking among key stakeholder groups.
When done well, this is when they convey not only heightened visibility and distinctiveness for the organization but also authenticity, transparency, and responsiveness. all in a consistent way, effective communication can promote identification and supportive behavior both by employees and external stakeholders, and enhance reputation building.
By advising organizations on how to develop a strong identity and how to communicate effectively, I help businesses create competitive advantage and stand out from the crowd in today’s rapidly changing world.
My Expertise
01.
Identity management
Every organization has an identity. It manifests itself in everything an organization does, owns, produces, or says.
When well managed, an identity can be an extraordinary source of strength. Externally, it provides the primary points of differentiation. Internally, it can create unity and a sense of belonging. Identity is the basis for image and reputation building and helps to increase an organization’s overall performance.
02.
strategic positioning & branding
The identity and strategic position of the corporate brand needs to be actively managed. There are serious challenges to face – staying relevant, creating value propositions, managing negative associations etcetera.
Organizations with strong corporate brands have a strong root positioning and a unique and appealing corporate story to tell that reflects the organization’s identity and reputation, and successfully positions it against its rivals and stakeholders.
03.
Visual style & brand guidelines
To create identification with the brand and to enforce a consistent visual expression of their identity, organizations will have to develop clear and simple guidelines or a so-called house-style manual.
Systems normally include guidelines regarding the use of the logo, colors, typefaces, tone of voice, imagery, stationery, presentation materials, office environments, signage, website and online applications, proposals and key documents.
04.
change communication
Implementing strategic change in organizations will only be successful if employees support the new strategic objectives. For them to positively embrace change, employees will have to be well informed and understand the goals they work toward.
Besides internal identification and alignment, external stakeholder support will have to be mobilized through targeted communication and initiatives.
05.
M&A Communication
Realization of a successful M&A transaction requires transparent, timely, and consistent communication. This is critical for gaining support and trust from both employees and external stakeholders necessary to ensure a successful outcome.
A merger or acquisition is a delicate process that does not end once the deal is closed. Long before the transaction completes, an integration strategy must be in place for guiding post-deal efforts and for developing a positive cultural blend.
Ask yourself:
- How would you describe your organization's core purpose and its unique features?
- Does your brand require some modulation and adaption as a result of changing circumstances?
- Do you have a relevant corporate story to tell and do you apply an appealing visual style?
- Do you have manuals in place to promote consistent application?
- Do your employees have a clear idea of what the organization stands for and what its objectives are?
- Are the identity traits widely shared internally? Are your employees aligned and is there a consistent tone of voice?
- How is the organization perceived by its main external audiences? What do you know about them? What do they know and like about your organization?
- Do you use the corporate brand to generate positive stakeholder perceptions of the organization and its products or services in an effective way?
If you experience difficulty in answering any of these questions or in case your organization needs to reconsider its positioning due to changes in its competitive environment, please get in touch and I will be ready to advise.