Communication can give any company wings, regardless of its size and performance in recent months. With a high-level communication strategy, a company can position itself effectively in its target market and also consolidate its reputation with a specific audience. When talking about communication, the most spontaneous association is with press offices, corporate spokespersons, and all those activities that used to take place through traditional communication channels, such as content published through the press, television or radio, but also through the timeless advertising posters. That way of communicating still exists, but over the last few years it has been almost completely overwhelmed by the emergence and strengthening of new communication channels, of those new media that have completely overturned the habits of people and of all companies, greatly broadening their horizons. In a way, social media like TikTok have greatly extended the reach of any brand, allowing it to go out and find – in a simple and relatively inexpensive way – new potential consumers, who are offered new content on a daily basis regarding the brand, its values and its goals for the future, giving rise to a business development model in which the customer, perhaps for the first time, plays a role of decisive importance, even decisive for the fate of the brand and its performance.
When talking about corporate communication, one is therefore naturally inclined to consider it as a process that generates content or messages directed outwards, with a centrifugal motion, almost always directed towards stakeholders, established or potential customers. Considering the amount of content produced by the communication departments of a brand, it must be admitted that most of it is specifically created to be consumed by the public, by consumers, or in any case by interlocutors located outside the company. What is almost never considered is instead everything that has to do with internal communication, with all those processes that characterise the exchange or sharing of information between the employees of the same company, between management and employees, or between the employees of a given department and external consultants. In fact, the design of a brand requires the development of precise internal communication strategies that facilitate the work of employees, making mutual cooperation more fluid and also leaving a tangible trace of its operations, of the founding values that have allowed the company to grow and prosper, and that in the near future may also allow it to continue to exist.
The Brand Paper
This type of communication can also be achieved through digital support, perhaps with the creation of special documents that summarise the values, mission and history of the company, a sort of Brand Paper that contains precise guidelines for company operations. It is a document very similar to what is commonly referred to as a Position Paper, which in press offices (also in corporate offices) is used to keep an eye on the brand’s position on a certain topic, and which has a purely internal utility. These documents also facilitate the transition in the event of a change of company ownership, or following a staff turnover, or even in the event of a replacement of a particularly relevant figure within the organisational chart.
In the internet and digital age, these key documents can be easily shared by all employees through internal work organisation platforms such as Slack. In this way, thanks to the power of the web, every employee will always have a file at hand that encapsulates the essence of a brand, its values and positions, and that can be a very useful welcome gift for those who will have to govern the company in the future.
The same principle of leaving something of great value to newcomers has also been successfully employed by brands specialising in gambling, which have been able to exploit the great power of digital and the online world to propose safe and reliable casino games, useful reviews and welcome casino bonuses, always offering ways of having fun that can satisfy any taste. Digitalisation, in this sense, has also been used to reduce the distance between virtual and physical casinos, also thanks to the possibility of accessing different games from any device and from anywhere on the globe.
Living in this complex era also has undeniable advantages, especially considering that communication, be it internal or external, can be continuously supported and fuelled by the dazzling power of virtual spaces.