Sharing a Consistent Story in the Market … Starts on the Inside.

We talk a lot about the value and importance of infusing your corporate story into your culture and customer experience. It is the process by which leading companies secure a clear position in the market and in the minds of their customers.

So, you probably understand why your biggest advocates “must be” your employees — telling one consistent story inside and outside of your organization.

And while all business leaders want their company to share a clear, compelling and consistent story in the market — very few do what it takes to make it actually happen.

So the question is … what does it take?

How do you get employees to deeply understand and embrace the true meaning behind your story?

How do you get employees to consistently bring that story to life?

Well, it all starts on the inside. You must establish employee “buy-in” through intentional and sustained internal communications and educational programs that leverage proven learning techniques. You also need to provide your employees with the knowledge, content and tools required to personalize, internalize and apply the story in everyday business situations.

Here are a few tips for converting your employees into true messaging evangelists:

Personalization.
You have to tell employees what’s in it for them. You must convey the strategic rationale behind your story and how it relates to their daily work activities. Employees who understand the big picture and connect that perspective with their individual responsibilities are more likely to activate your story in daily interactions with customers and team members.

Internalization.
Your goal is to ensure employees internalize your story. This means helping them connect the messaging with real situations they will experience on the job. Make it real and relevant to the activities they participate in every day with other employees and customers.

Application.
Let your team know what is expected of them when they return to their daily routine — and educate them on how to apply the new messaging and tools they can use to put the story into play (marketing materials, sales enablement tools, etc.). As our team says, “It’s not what they learn, it’s what they use.”

By integrating this personalization, internalization and application approach into sustained internal communications and education programs, you’ll be sure to create messaging ambassadors across your organization.

But remember, it all starts with an “inside-out” state of mind.