I blogged about teams wanting ‘internal visibility’ a while ago. Often requests for internal branding do come to internal communicators and unless you tread carefully these requests can snowball into an unmanageable mess.
Rita, the internal communicator got into one such situation and this blog post seeks solutions to help her mitigate the crisis. Here is how the conversation with Anil, the business manager for the CEO of a leading FMCG player with over 15,000 employees across 4 cities in India.
Anil: “Rita, I need your help. Our leadership team has been around for a while but there is very little awareness of their impact and role.”
Rita: “Anil, are you saying our staff is not clear about what our leadership team does? We have all the details on the company’s intranet and they have been conducting periodic Town Halls. Why do you say so?”
Anil: “It isn’t that they aren’t visible to our staff – they don’t have a brand recall. There has to be a brand around and about them. They must be recognizable and they must be inspiring. I am facing a lot of pressure to get the word around about our leaders and the work they do”.
Rita (confused): “What do you mean by brand?”
Anil: “Just like Steve Jobs was an icon and like Richard Branson is a brand himself”
Rita: “Anil, both Steve and Richard stood for certain attributes – do you know what our leaders stand for?”
Anil: “Not exactly. I was hoping that we create a logo with the team name and brand it. The logo can be acronym of the team name”.
Rita (taken aback): “But, how will the logo help? What do you want to achieve?”
Anil: “It will be used in all our communication, will be created with a recognizable font and interesting colors to depict the team. I am sure it will catch our staff’s fancy”.
Rita realized that she had a long way to go before getting Anil to think differently. She parked the conversation and told Anil that she would evaluate his request and come back.
- According to you, what is the issue?
- How can Rita handle this request from Anil?
- What can she do differently to ensure Anil understands how internal communication works?
Keen to hear your thoughts.