All that sounds good, but what does integrated communication mean for a company? The answer is simple: cost saving through convergence.
A company’s marketing measures are co-ordinated and complement each other. A uniform approach is transmitted through the various channels and this cements a lasting impression in the minds of customers and staff alike: the company is visible on the market and has a high recognition level.
When the attitude and behaviour of staff are in line with the external image of the company, then we speak of integrated Corporate Communication.
When a company’s communication is integrated, synergy effects are generated for the corporate image. This means that the company stands out from its competitors in the long-term.
Integrated Corporate Communication is based on three pillars, all of which converge:
Appearance is everything. Visual perception is decisive in processing oral and written information. That is why corporate design plays such an important role in a company. If the design is convincing and consistent, then the message has a greater chance of getting across.
A company speaks with one voice. In this way the message is the same regardless of which medium or which person it comes from. If the essence of the message is consistent and the wording is adapted to the circumstances, then the statement has an authentic and convincing effect.
Display credible emotions. If the company’s staff behaves consistently in line with the company image, then the message gains in credibility. Customers then have confidence in the conduct of the company’s staff.