Whether its how you communicate on your corporate web, your personal blog or in other communications, it all matters.
I might be stating the obvious here?
Well, true it that sense that most of managers would agree that the content is important, false in the sense that the majority of what is communicated out there whether it is B2C or B2B in most cases is pretty substandard. Just an extension of productsheets with added communication.
Another example, if your company has a great heritage, please do mention that, but rather than beeing a prehistoric brand with no innovative contributions. Try to work that heritage into a strategic advantage neatly incorporated into your visions. That builds confidence for your future innovative endeavours.
What you say, as a stand alone aspect is not your brand however what you speak or communicate is a hugely vital part of your brand. If you speak unclear your brand will be unclear. If your employees does not know what to say and when at the appropriate time, things might quickly be out of your control.
Therefore, do look on your existing communications and also what you say and your fellow employees say about your company. They are the forefront in your corporate communication. Your insights and visions have to coincide.
As a little fundamental reminder fo things…it is not what you say it is, it was they say it is. You have all the oppurtunities to effect that positvely by mending your speak.
Brand bravely and smart!