Companies communicate all the time but are competing for attention in a blizzard of instant information and ideas.
What does it mean to engage? It means aiming for interesting. It means understanding your audience, anticipating it and being responsive. It means delivering the right messages, in the right way, at the right time. And all in a context that is constantly changing.
It is a relentless, demanding, time-consuming business. The best corporate communicators and communications agencies will have the t-shirt - Work. Eat. Sleep. Repeat.
After all, engagement builds trust like nothing else.
Dove has found a way of doing it well. Where most brands in the sector focus on aspiration and aesthetics, Dove challenges beauty norms. It zeroes in on cultural shifts, tackling everything from the mental health effects of social media or the pressure placed on young female athletes.
Dove's success is more than what they say, it's about how and when they say it.
The Dove Self-Esteem Project now reaches millions and globally transformed a marketing initiative into a social movement. Beyond selling body care, Dove actively works to reshape how people see themselves, a brand strategy that continues to outperform traditional beauty campaigns. Posting frequently and carefully on social media, it jumps on timely trends and cultivates communities.
Now, Dove is a global company. But for companies with fewer resources, the challenge is the same. The fact is, people get their information from all kinds of sources these days, almost all of which end up online. Everything has to join up and companies have to work harder to be engaging everywhere.
At Invicomm, we’re trying to help clients do just that.
The Brand Armour audit helps companies understand the strength of their corporate brand at a particular moment – it tests the key pieces, identifies any vulnerabilities, and assesses how seamlessly the moving parts join up.
What you get in a practical, concise report is a snapshot of your company's performance across Purpose, Messaging, Identity, Authenticity, Consistency and Engagement. Each is defined by a set of key criteria which is used to to determine a score.
You will be able to identify which areas are performing stronger than others and where to focus your communications efforts in order to better project and protect your brand and defend your reputation.
When it comes to Engagement, it will help you answer questions like;
As part of our Brand Armour launch, we are offering companies the opportunity to choose two areas they feel will benefit from the audit. They can also request to be benchmarked against a competitor of their choice. We will conduct a complimentary assessment, together with a consultation to showcase our findings.
And when it comes to the full Brand Armour audit, all six areas will be assessed as well as additional competitor brands, giving companies an in-depth benchmark of the strength of their communications relative to their peers'.
Plamena Ivanova, Client Manager at Invicomm, says,
“Engagement is the ultimate goal of corporate communications. Once your communications manage to engage on a broad and deep level, you can build more meaningful relationships for the long term, learning more about the people you're reaching along the way."
