In today’s Times of India edition (June 10, 2009), Amitabh Kant, the architect of two of India’s well known tourism campaigns (Kerala’s ‘God’s Own Country’ and Incredible India) shared his thinking on branding in an interview. His articulation of branding and travel experience made me draw a parallel with how internal communicators can benefit by closing the gap between ‘expectation’ vs ‘experience’. The two campaigns got the southern state of Kerala and India a lot of attention.
What he points out was that while the country had resources and a wide spectrum of options, finally what mattered was the ‘on the ground experience’ of travelers. Poor infrastructure, lack of basic facilities and guides clearly indicated a gap between what the communication showcased and what people experienced.
He talked of going back to the basics – the ‘clean bed sheets and bathrooms’ approach, which is usually expected by anyone who travels. According to him, abroad the ‘idiot proof’ signboards and approachable guides made a difference in getting a great picture of the country and locale. Keeping this thought, internal communication is only as good as the experience stakeholders get.
Even the best resources – be it technology, assets and channels are worthless unless the overall experience is perceived to be outstanding. Most employees take it for granted that they will be treated fairly, allowed freedom to work creatively, provided promised benefits and have dignity of labor.
While organizations believe that employees will receive the best experience (some call it employee value proposition, total experience or life cycle), the gap exists when there is lack of transparency, indirect messages and ineffective direction from leadership.
My take is that internal communicators must first stick to the basics – to provide direct, regular, consistent and measurable communication, enable managers to become better at what they communicate and build sustainable connection and engagement. The frills of glossy newsletters, super fast portals and slick content can only make an impact if the basics are in place.
Completely agree with you Aniisu. That is the approach we are taking at my work place. Ensuring the basic and elementary stuff are working flawlessly. Then looking at new technology.
Very true Anissu….In business and in life…we need to have the basics in place….if we stick to them, most of the challenges are automatically mitigated….FOCUS on the BASICS be it communication or any other function; most of the times, companies and their leadership get carried away by the “let’s catch up syndrome”, trying to ape others or aspiring to stay ahead of the curve for the heck of it and not for the effect or the result…cheers
Hi, Aniisu…
This post reminds me of that tenet of O&M’s 360 degree branding, where a Brand is powerfully built within the organization using “pride of association”.
External Communications must centre around “value of association”.
Every internal communication decision must lead to the ‘I am proud to belong here…” state of mind (or thereabouts).
In the final analysis, Internal Communications must deliver compelling messages that inform, involve and inspire employees across diverse cultures.
My two cents :-)!
– Joseph