Creating A Positive Brand

Call it your brand, call it your image, but no matter what you call it, it’s key to your company’s success: that personality and culture that is uniquely your company’s, that thing that your employees, shareholders, and the public perceive to be the true nature of your company.

Your brand is your company’s public face – and if you neglect this aspect of your communications, you’re asking for trouble. Without branding, your customers may not fully appreciate your company or its products. Recruiting and hiring the best employees  becomes more difficult if prospective employees don’t understand who the company really is, and retention rates can even decrease if new employees find that the company just wasn’t what they expected it to be.

So, what’s the best way to begin work on your employer brand? First, identify your primary target audience(s). Once you know with whom you’re communicating, craft communications that will address the topics most important to your company. You may have a rich history, a backbone of unfailing ethics, the best benefits in the industry, or any of a host of other strong points.

How do you know if your employer brand is a strong one? The idea is to take those assets we talked about and communicate them in a way that makes your employees feel part of something bigger than just the job they do. In a small community, that may mean that the town’s identity is intertwined with the company’s – a sure point of pride. In medium sized towns and cities, it can mean that your employees’ friends and neighbors know its’ a great company and want to work there. In the biggest companies, it means that your employees speak highly of the company and the work that’s accomplished every day.

Your brand sells your products to customers, sells your company to potential hires and sets the tone for your all of your company’s interactions – so take the time to be thoughtful about what your company stands for, and commit to communicating that brand accurately to both internal and external audiences.

And that’s where we come in! Give us a call and let Projections maximize the power of your company’s brand with one-of-a-kind, custom corporate communications!

About the Author Jennifer Orechwa

With over 25 years in the industry, and now as IRI's Director of Business Development, Jennifer has gained a unique perspective on what it takes to build a culture of engagement. By blending a deep understanding of labor and employee relations with powerful digital marketing knowledge, Jennifer has helped thousands of companies achieve behavioral change at a cultural level.

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