There are many cases who believe that thinking about internal communication is thinking about news and updates written on a panel, from a distance, regarding how to maintain safety rules or hygiene measures. Nothing could be further from the truth, internal communication should promote effective communication between people in an organization. It must be inclusive, both for the employee and the employer. It involves conveying messages on behalf of management, but also facilitating dialogue with the people who make up the organization. Therefore It’s an excellent medium to convey brand culture.

The most serious mistake in the management of internal communication is its weakness or non-existence. Humans are poorly tolerant of lack of information and uncertainty, and we tend to fill in the gaps of what we don’t know with speculation, imagination, and inventiveness. And this is where rumors, interpretations, lies and other communication monsters find their best breeding ground.

Any company needs to integrate a solid communication strategy that guides the entire team through the fluctuations of the business, and also needs to incorporate the fluctuations of culture at a level never experienced before. Whatever the sector of activity or the type of company, there are 3 basic principles that form the backbone of an internal communication strategy:

  1. It must be aligned with the business and brand strategy
  2. It must take into account the company’s values in a very tangible, authentic and experiential way
  3. You need to ensure that internal teams feel seen, heard, and valued.

Related. You may be interested in:

Aligning brand, purpose, and culture

An internal communication strategy lays the foundation for the employee experience. That is why it is necessary to acquire a holistic approach through all the points of contact between the company and the employee – onboarding

, daily communication, meetings…

The second mistake that is often made is the lack of coherence, the lack of harmony between what is said and what is done. When the people who work in a company understand that the values that are projected externally do not coincide with what is experienced inside, credibility and trust will be seriously damaged internally, and will soon be revealed externally.

Related. You may be interested in:

The Value of Brand Values

Internal communication contributes to consolidating the culture of the organization. Investing in the transmission of the corporate culture to employees allows them, working for a greater purpose, to transfer the values of the brand to the outside world, achieving a better connection with customers.

The internal communication strategy must be based on the principle of transparency. Transparent communication promotes trust among employees, and increases the engagement of the entire team. When employees feel confident and well-informed, they are motivated to do their best and communicate their needs to their leaders. Communication today demands transparency, flexibility, originality and emotional attachment, but above all, it demands sincerity and honesty. It is a deep and true relationship between the actions of an entity and the convictions and motivations of those who lead it.

On this path, technology makes it possible to integrate communication platforms to facilitate coherence. This includes collaboration tools, instant messaging platforms, communication apps, and intranets.

But tools are nothing more and nothing less than that, tools. The kings of that microcosm that is internal communication are the recipients of that work, not a private website full of slogans. To forget that teams are people – and that they have their own perceptions – is to forget one of the basic principles of communication. And forgetting that they are professionals and that their work is very important to them is also a serious mistake: not only are they interested in knowing when the Christmas party will be, they want to know details about the brand they represent, the business strategy, the achievements and the destination of the company in which they make their living. Dialogue is the key. Every employee has something to contribute to the smooth running of a company.

It’s about teams feeling heard in a safe way. That’s why it’s important to listen more than talk. It would be another big mistake to miss the wonderful opportunity to know what those who live the brand on a daily basis think, to know the problems they encounter and what they think is wrong.

There is no doubt that an internal communication strategy is vital to create a more committed workplace, which knows how to put value in people, who in turn acquire a global vision with respect to their individual role, making the brand they represent great.


Carlos Puig Falcó

CEO of Branward