Aaron H.

You must equip your team with a central brand guide and brand narrative that outlines how the brand shows up visually and in copy. Then your team needs access to all approved assets including logos, fonts, color charts, icons, photos, illustrations and the like. Finally, it's helpful for the team to have easy access on your company internal drive to already approved files that can be repurposed or used as guides.

You can spend time focusing on existing networks and channels (owned, earned and paid), leveraging them to spread the brand narrative using existing assets and look-backs (nostalgia).

Alignment can be difficult in cases where there is a lack of a unified strategy, goals and metrics; when there is poor communication between teams; and when there is inconsistent or no accountability. In these cases, departmental leaders must begin to fill the void and lead by way of their influence (not position). This kind of influence requires authentic communication, service to others and trust building.

You will no doubt be asked what you previously got paid and what your salary expectations are. In these moments, remember that the person who names a number first, loses. When you are asked these questions respond by letting them know you are happy to answer, but you’d first like to know “what does the position pay?” Or said another way, “what salary was budgeted for the position.”

Who are you, and why do you matter (to your employees)? All of us are seeking places to become and belong. More than money, employees seek employers that match their values; a place to contribute and grow. For this reason, employers must understand their own DNA (identity, values, personality, superpower), and articulate why they exist (purpose, mission) as well as what it means to be a part of such a team.

When you understand your unique role and relevance to your audience (who you are and why you matter to them, now), you can begin to stay updated on the latest science, reporting and developments that impact your audience. Analyzing and distilling the information through the lens of your stories and experience can help the audience see what you see inside of the facts. Valuable insights and practical steps will help your audience capitalize on opportunities, solve problems and avoid loss.