BUILDING A GO-TO-MARKET STRATEGY
All communications across editorial, PR, paid, and owned media should make sense as a whole and jointly add up to a single story.
> CULTIVATING INTERNAL ALIGNMENT FOR BUSINESS SUCCESS Internal alignment is just as important as external communications. How the employees feel about and understand the new brand has to completely align with the story that is being told externally. Fostering a sense of pride and ensuring there is no disconnect between the internal and external brand is crucial. Great attention should be paid to the building blocks for nurturing a new shared culture through the formulation of values and behaviors. Employees need to understand the benefits and the rationale for the new entity – having a strong purpose helps rally the team toward a shared mission. To build momentum in the lead up to launch day, a well thought through strategy will likely include an informative and bottom-up employee engagement campaign, helping them to understand the new brand story from day one. An on-going communications program can help sustain this momentum thereafter. External GTM communications should resonate with customers’ needs while reflecting the benefits of the new brand. Bringing an emotional engagement component to all communications is particularly important in joint ventures, to ensure that all companies are represented equally in the launch materials, so that one company isn’t being valued more than the other. Most importantly, these external communications should help customers understand the new entity and what it stands for. Why is it being created? What are the benefits for customers? Bringing the positioning of the new organization to life is key. HUMANIZING EXTERNAL COMMUNICATIONS
31 Brandpie Energy - Issue 1
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