Whether you have set up your own company and are looking for ways to get the best results out of your business, or you wish to find ways to improve your visibility in the market or gain advantage over your competitors, corporate communication is the cornerstone of any successful business strategy.
The key to your business cannot be based solely on obtaining the highest sales volume, but on knowing how to best connect to your target audience; that is, to find out how you can communicate effectively. In the same way that we communicate using gestures and expressions, a company or brand communicates with the image it transmits.
Corporate communication, both external and internal, must be examined in detail: they will help you reach customers, and make employees feel more connected to the company.
How can corporate communication improve your chances of market success?
Corporate communication is a concept that is closely linked to every business, it is the way the company is perceived, the means or mechanism that we use to mould a company image that can reach out to potential customers, that is, the target audience (which, over time, could become our real audience).
Advantages of corporate communication (CC)
To understand the importance of corporate communication better, let us analyze its advantages in detail:
-CC encourages cooperation between different departments and areas
Although a company may be divided into different departments, they all pursue common goals. They seek to reach the potential customer, offer a good service / product, and try to earn their trust for the next occasion.
With a good corporate communication plan, it is possible to enhance cooperation between different departments that aim to create that link with the potential public.
It also prevents competition between departments.
- CC reinforces a sense of belonging
Corporate communication enhances a sense of belonging among employees and strengthens their motivation. If they really feel that they contribute something to the company, that they are valuable in some way, they will feel more motivated when it comes to doing their job, and this will translate into greater benefits.
A company with happy employees is much more profitable.
- CC improves consistency
Good corporate communication also improves consistency when sending messages. This, in turn, saves time and money, since it prevents having to correct incoherent or absurd transmissions.
Consequently, the information will reach its destination the way it should, without distortions.
- CC Reduces overload
In addition, corporate communication minimizes the load of shared effort to achieve the objectives stipulated by the company.
- Other benefits
A good corporate communication plan can help you to:
-Create competitive advantage, differentiate your business from the competition and stand out.
-Improve brand image.
-Improve how much the target audience knows about the brand's image, the product or the service offered.
-Assist the potential customer to associate the brand values with the product / service.
Consequences of poor corporate communication
These are some problems a company might face as a result of bad corporate communication:
·Low employee morale: Enthusiasm, effort and motivation fade, and this has a direct effect on the job.
·Lack of clarity of objectives: The entity must have clear objectives, defined in the short, medium and long term. If the communication is wrong, it could distort them.
·Decrease in productivity: Achieving higher productivity is one of the basic objectives of any company. If the boss does not communicate well with the employees, they may not understand the objectives and will not do what they have been asked to. Or perhaps the problem lies in bosses not communicating effectively and this might be hindering the understanding of the objectives. In any case, it will mean a decrease in productivity.
Now you know why corporate communication always matters.