Our Brand identity
If we want our voice to be heard above the noise it’s essential that our brand identity matches our ambition.
|Purpose||Typical audience||Pros||Cons||Can you do it yourself?||Thinking points|
|Our own virtual daily newspaper network is great for communicating your news!||All DSM employees have access, but especially relevant for office workers||It’s secure with no limits on the audience and you can filter to target different groups||Tends to be read by office workers, who often don’t click beyond the headlines – which means you need good writing skills in particular||Yes (although you may want to hire a copywriter to sharpen your story)||If you need to target different audiences, make sure you tailor your message (and accompanying image) accordingly|
Our own ‘virtual daily newspaper network’ is a great way to share your stories with colleagues. Readers can select which news sources they receive from regions, business and functions – which means you can also target specific audiences! And all safe in the knowledge that everyone in DSM is connected - with easy and direct access to the news. Maybe your news?
Think about your audience; can you share your messages properly and reach them via this channel? Check out the comparison notes below and weigh your pros versus cons. This will help you decide how to spend your time/ money for the best result.
Things to keep in mind
How will you know ‘what success looks like’? Measuring the response to this channel /tool could give you a better understanding of whether you’ve reached your communication objective. KPIs can be qualitative or quantitative. Here are some ideas:
If this a stand-alone initiative, then go ahead! However, if this is part of a wider initiative, you might want to take a step back and look at the broader communications perspective. A good starting point is our 9-step approach to creating your communication plan - which includes an overview of all the internal channels and tools.