Communication within a brand or organisation is as important as communication with its external consumers, perhaps even more so. After all, if a brand is to live in the hearts of its employees, time, effort and resources must be allocated to ensure they understand the vision, mission, strategy and values of the organisation, and most importantly, their own role in the life of the business. Internal communication can be a formal, structured process, dictated by the corporate identity and specific tone of the business, or it can be an organic process that evolves from the people of the organisation and shapes itself, explains Lindy Scott, managing and creative director of Conceptual Eyes. In the latter case, internal communications is a process of co-creation, instead of being driven from the top down. The greatest differentiator between marketing communications and internal communications, says Scott, is the consumer. The profile of the employees may differ vastly from that of its...
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