Corporate communication: bolster your brand and expand your market!


Comunicação corporativa


Communication stands as a vital soft skill in the corporate realm. While it might seem trivial at first glance; when considering the countless issues that can stem from a misunderstood remark or gesture, the true value of effective corporate communication becomes clear.

A significant proportion of project failures can be attributed to communication challenges. Hence, if you seek to cultivate efficient organizational communication, this content is tailored for you.

In the following paragraphs, we will delve into the essence of corporate communication, its significance for enterprises, strategies for its promotion within organizations, and illustrative examples. 

Keep reading to gain further insights.

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What is corporate communication?

Corporate Communication involves a range of practices aimed at various communication channels within a company and its diverse audiences, including employees, clients, press, suppliers, and investors; essentially, stakeholders.

The primary objective is to bolster the company’s branding, convey clear messages, foster connections among individuals, and contribute to the organization’s image. 

Thus, corporate communication strives to establish a trust based relationship between stakeholders and the company through strategies and tools that narrate the brand’s story, encourage dialogue, showcase social commitment, and pique interest in the company’s endeavors.

Consider a company that maintains effective corporate communication with its employees; it can foster a culture of feedback, promoting communication channels that facilitate information sharing.

Moreover, an organization that adopts a visual management system can also be perceived as actively engaging in effective corporate communication, as it facilitates data exchange for the mutual benefit of all parties involved.

Foster the feedback culture and the growth of high-performing teams in your company using STRAWTS One. EXPLORE OUR DIGITAL SOLUTION.

What is the significance of corporate communication?

Corporate communication plays a crucial role within companies, serving as the cornerstone for cultivating a positive organizational climate and guiding employees’ actions toward achieving the company’s mission, vision and values.

When effectively implemented, it can yield substantial benefits for both the organization and its workforce, such as:

  • enhancing individual performance;
  • boosting productivity;
  • lowering turnover rates;
  • strengthening brand presence;
  • gaining a competitive edge in the market, not only for products but also in talent management;
  • fostering an improved organizational atmosphere.

Thus, when addressing internal communication, Human Resources management plays a crucial role in executing corporate communication strategies.

This department is tasked with devising and executing communication processes, including incident management, fostering a feedback culture, and launching branding campaigns.

Additionally, it falls upon HR to identify communication barriers and guide employees in proper practices aiming to nurture a healthy organizational climate.

Conversely, the other facet of corporate communication, focusing on the market, is the domain of the marketing team; which constructs campaigns aimed at attracting and engaging potential customers.

Benefits of corporate communication

There are numerous advantages to investing in a corporate communication strategy. One of them is enhancing the business’s image in the market and among its own employees.

Furthermore, it contributes to:

  • improving the internal environment;
  • strengthening the organizational culture;
  • preventing communication breakdowns;
  • reinforcing the brand’s presence in the market;
  • setting the business apart from the competition.

1. Enhances the internal environment

Effective communication significantly enhances the organizational climate. Professionals feel more engaged and have a clear understanding of their tasks, thanks to increased transparency.

It also curbs rumors, information distortions, and other factors that contribute to a tense work environment.

2. Bolsters the organizational culture

A cohesive organizational culture is essential for a strong and solid company. Corporate communication plays a vital role in reinforcing this culture.

Employees gain a deeper understanding of expected behavior, specific tasks, and deadlines to be met.

Consider these 6 tips for enhancing the organizational culture within your company:

6 key tips to improve your organizational culture

#1. Make the mission and company values clear to all your collaborators, fostering an environment where people comprehend the purpose behind their actions.

#2. Keep your collaborators informed about ongoing developments and the direction the business is heading. This fosters a shared sense of community and belonging among all individuals involved.

#3. Set goals and deadlines that consider the potential emergence of additional requirements during the journey. Commit to timely delivery while avoiding disrupting the progress of activities for colleagues who depend on you.

#4. Celebrate every stage of progress! As each cycle concludes, it holds significance to commemorate every achievement that unfolded over the course of the project.

#5. Enhance competitiveness while managing workload; in other words, if you intend to revitalize and enhance your organization’s competitive approach, you must energize and elevate your team’s behavior.

#6. Cultivate an informal and inclusive atmosphere, establishing a safe space where employees feel comfortable expressing their opinions and ideas.

3. Mitigates communication disturbances

It is worth highlighting that clear and concise communication prevents disruptions both internally and externally. Speculations are sidelined, and the organization is perceived as transparent and focused.

The more consistent the communication, the more favorable the market’s perception of the company becomes. This enhances investor confidence and encourages customer loyalty.

After all, everyone appreciates purchasing from a company that upholds its values and readily addresses all inquiries.

4. Strengthens the brand

Another benefit brought forth by effective corporate communication is the reinforcement of the brand, given that the company establishes its presence across key communication channels.

Moreover, this positioning holds weight with consumers, thereby accentuating the business’s image within the market.

5. Creates a competitive edge

Effective corporate communication contributes to a competitive edge. That is because the market, encompassing all stakeholders, regards your brand as robust and well positioned.

This is essential in attracting investments and retaining customers, as they tend to favor purchasing from steadfast brands, knowing they have a reliable recourse in case of any issues.

Types of corporate communication

There are three types of corporate communication:

  • managerial;
  • marketing;
  • organizational.

This division empowers company directors to formulate strategies tailored to each of these categories.

1. Managerial communication

It is centered on sharing the organization’s vision and goals with its employees, cultivating a foundation of mutual trust.

Moreover, it motivates and engages the workforce around a common purpose, shaping internal perspectives on corporate reputation.

This form of communication enhances the work environment, retains employees, and garners the attention of top talents in the market.

2. Marketing communication

This type of communication is the channel through which the company engages with the market in various ways. It supports product and service sales.

While it has a smaller impact on customers’ perceptions of brand reputation, it remains essential for understanding the company’s market offerings.

3. Organizational communication

Encompasses public relations involving investors, the labor market, and internal communications.

In essence, this model includes all forms of communication, ranging from marketing strategies to reach clients to recruitment processes. 

Consequently, this type of communication wields significant impact on the broader company’s market standing.

Further reading:

How to implement corporate communication in your company?

So far, we have established the significance of corporate communication in bolstering the brand and expanding the organization’s market share.

Now, let’s explore a concise step-by-step approach to cultivating effective corporate communication practices within your business.

1. Define your company’s audience

Starting off, it is optimal to identify your target audience. This involves grasping the needs and desires of those who will receive the information and ensuring the communication resonates with them.

To achieve this, it is crucial to find “your people”; a concept created to describe your key customer types to cater to. 

For instance, in human resources, understanding employees’ preferences, needs, and interests is essential.

If your audience is younger, for example, incorporating GIFs, memes, and pop culture references can foster a more relatable communication style.

2. Establish your communication channels

Once your audience is established, consider the channels through which you will communicate with them. A well defined audience lacks significance without efficient communication channels.

The proficiency of these channels is crucial for agility. For instance, if an employee checks emails only once a day, relying solely on emails is inefficient.Similarly, if your ideal customer frequents Facebook over LinkedIn, choosing the last one is also ineffective.

Thus, it is as important to select the right channel as it is to define your audience, especially when dealing with different types of people such as employees, clients, suppliers, and investors.

3. Craft the appropriate voice for each audience

Each audience needs a different tone of voice. To illustrate, imagine a skateboard selling company.

The customer here is more cool and trendy, which implies the use of a youthful tone.Yet, this is not the same tone suitable for business investors and this consideration also applies to employees.

Thus, choose an appropriate tone of voice for each audience you have outlined.

4. Measure results

No action or strategy holds efficacy without periodic evaluation. Therefore, it is vital to consistently measure outcomes.

As a case in point, when communicating with investors, assessing whether the anticipated outcomes were achieved is essential. If not, analyze communication mistakes and correct them.

Identifying areas for improvement streamlines communication, and feedback is highly important for this. 

It is a means to understand what can be enhanced in ongoing efforts, proactively addressing potential shortcomings and closely monitoring message efficacy.

5. Realign strategies

Lastly, after measuring results, realigning business strategies is the next step. Adjust audiences and reconsider communication channels if necessary. This realignment prevents rework in the future.

Recognize that effective corporate communication leads to more impactful internal messages and quicker external responses.

Why is it important to focus on corporate communication?

Corporate communication plays a role in evaluating ethics for a significant number of the company’s clients.

Among the three types of communication, most employees recognize that effective managerial communication enhances a harmonious work environment

As a result, the corporate brand gains strength in the eyes of the target audience, serving as a cornerstone of the business. This is, in fact, perceived by both external and internal customers.

Moreover, corporate and organizational identity also improve. These aspects are pivotal in capturing the attention of investors, suppliers, and even market talents.

Examples of effective corporate communication practices

One of the key practices to adopt is implementing tracking metrics to ensure accurate and timely communication within the company.

By monitoring performance indicators, leaders can establish a feedback loop, enabling their team members to continuously progress through performance evaluations like the 9-Box. 

This approach provides employees with a clear understanding of expectations and the necessary steps to achieve promotions or bonuses, for instance.

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Another strategic corporate communication practice is internal marketing, commonly known as endomarketing, which involves initiatives aimed at promoting and bolstering the brand within the company. 

Through engaging and motivational campaigns, endomarketing can effectively propagate actions that foster the organization’s culture and values among employees, thereby contributing to better management and understanding of the company’s expectations.

Equally significant is establishing a dialogue channel between leaders and employees. These channels, such as performance evaluations and discussion forums, serve to provide valuable insights into decision making processes unfolding within the organization.

Furthermore, these avenues empower leaders to gauge employees perceptions and feelings, foster feedback, and thus elevate overall communication effectiveness.

The utilization of technology in corporate communication

Technology serves as a crucial ally in corporate communication, expediting message delivery and mitigating disruptions along the way.

While external communication demands managers to explore diverse channels, internal communication within a company requires a robust system that digitizes meetings and reports, thus conserving managerial time.

In the market, one of the premier internal communication systems is STRATWs One. This platform provides heightened information traceability, standardizes meetings, and fosters engagement across your entire team. 

Moreover, it facilitates information sharing and updates the team on accomplished outcomes. Interested? Request a free try out today:

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