December 20, 2018

Communicate,
don’t prevaricate

There is a big difference between talking and communicating. The first is a one-way street where we often just like to tell people things that may or may not be interesting to them, but we think make us sound good. The second is how we connect with other individuals by sharing stories that are relevant to them and they can associate with.

Communication ensures people understand what you’re thinking and where you are going and because they understand, they are more likely to participate, get involved, go the extra mile for the benefit of the business and the brand.

Many businesses still make the mistake of just telling their employees they have a new brand and celebrating the fact that they have a new set of clothes, a new identity. What they fail to do is communicate, educate, transfer knowledge on their new brand so that their staff understand how this is going to change their day to day working life and so how the business needs to behave in line with the new promise it is making to all its audiences. Your employees are after all your brand and need to understand how to behave in order to deliver on its promise.

We help our clients engage and educate their employees, in order to create purpose driven brands that impact on the business and society, for the long term.

Stefano Ferro

Managing Partner