Here's how you can convey your company's brand and values effectively.

Authenticity is key. A good brand has genuine purpose so the first step is figuring our what you stand for (beyond your commercial proposition) and then making sure all your comms is true and reflective of the brand's core 'personality'.

Decide on your firm's core principles - who are you? what do you stand for? what principles do you want to represent? Take that and wrap it up in tandem with your service offering and decide when and where you want to be seen and heard. Do not forget that tone of voice and approach 'mechanism' are key in achieving maximum appeal to your audience :-)

Your company's purpose and brand values should be at the core of how you build your internal and external messaging and show up to your stakeholders, to press and to customers. The words you choose in your communications, in advertising, or in your marketing messages should have a common thread and theme that is consistently represented and reinforced. If you're exploring sponsorships, social influencers or third parties to work with, they should also align with your brand purpose and mission.

Conveying requires understanding them yourself first. You need to identify and align with your Company brand values first. Once you do that, they will automatically reflect in your branding, decisions, actions, employees and even your company culture.

To effectively convey your company's brand and values, ensure alignment between messaging and actions across all communication channels. Craft a compelling narrative that encapsulates the essence of your brand and resonates with your target audience. Utilize consistent visual elements, tone, and messaging to reinforce brand identity. Engage with stakeholders transparently and authentically to foster trust and loyalty in your brand.

For my clients in the midst of rethinking their corporate communications, I organize in-house vision and values workshops with key stakeholders and team members for a session dedicated to defining the company's vision, mission and core values. This is a good basis for reflection on future corporate strategy, and helps to involve everyone in a co-construction process.

Further more the majority of the employees must align with these values and should be intrinsically motivated to life and share them by their actions.

A strong brand identity helps stakeholders recognize and connect with a brand, fostering trust and loyalty over time. The visual aspect - a clear and consistent brand identity in graphics, pictures, and visuals, including video must reflect brand DNA and company values to be authentic and to stand out from competitors.

Implementing an employee ambassador program can greatly amplify your company's brand and enhance its reputation both internally and externally.

Think about how you want your brand to sound – friendly, professional, humorous, or something else entirely – and use that voice consistently across all your communications. When you incorporate your brand's voice into your communication, you make it memorable and authentic. It's like giving your brand a unique personality that people can relate to and connect with. So, don't just talk about your brand and values – give them a voice that resonates with your audience!

Tone is very important in structuring the brand's message. It must reflect the company's values and create a strong sense of brand community.

One powerful way to do this is by creating interactive experiences that showcase your brand's personality and values. For example, you could host live Q&A sessions with your team, share behind-the-scenes content, or run interactive campaigns that encourage user participation. Engaging your audience in meaningful ways deepens their connection to your brand and fosters a sense of community. The more engaged your audience is, the more likely they are to become loyal advocates for your brand.

A brand's reputation and influence are also essential to its image communication strategy. They are the result of the brand's audiences, word-of-mouth, products and services.

I established the marketing department in my current role at Gama Construction in Egypt. My primary objective was to lay a solid foundation and define the brand. To achieve this, I conducted focus groups with the team and engaged key stakeholders to identify the brand voice, establish its personality, also the target audience and craft its unique story. It is important for me to communicate our genuine message.

Many years ago, I was head of Product PR at Dr. Oetker, Germany. During this time, the wall came down and we developed a communication concept for the new Federal States with 10 ladies who held cooking and baking seminars with our products in kindergartens, schools and women's organizations. During a visit to a colleague, baking was taking place in a women's community and one participant did not follow the instructions for preparing a cake exactly and asked the group whether she should stop. My colleague then stood in front of the group and said with complete conviction - no problem, with the Dr. Oetker guarantee it will definitely work. She was a wonderful brand ambassador and lived with all her heart and conviction our company values.

Brand values should be inked on every person who is associated with the organization. - All the corporate communications sent within or outside the group must reflect upon its brand values. - It can be done via the language and the tone that is used for communications. - Brand colours - The brand ambassadors chosen must reflect the same attitude - Merchandise must reflect the brand image - A standard message must be conveyed in all communications

Absolutely. The Starbuck's brand did this at one time, with video testimonials from employees in each store. Showing employees behind the scenes of a company is a bo. way of testifying to a brand's value;

I totally agree. The company’s values align as closely as possible with the values of its employees and you can 'feel' it through all companys actions and at all touch points. E.g. do I and my employeesact really holistic sustainable or do I just write it in my corporate values. Authenticity is key!

At the end you can only convey your company's brand and values effectively by reaching the heart and brain of your audience. Otherwise they wont remember you, nor your brand!