Branding interno: olvidado en el olvido

Toda mi intención era empezar a escribir en este blog sobre las últimas tendencias en la profesión del periodista, en su faceta relacionada con la actividad corporativa.  Sobre estos temas, principalmente, es lo que voy tratar en este espacio, porque es lo que me apasiona y a lo que llevo dedicándome desde hace 20 años. Pero, el cuerpo me pide empezar por el principio y sentar las bases de por dónde comienza un buen trabajo.

Como periodista que decidí enfocar mi carrera profesional en la empresa, interioricé muy pronto que mi principal fuente de información  es LA MARCA y que mi objetivo se centra en activarla y posicionarla en su entorno. Que la marca es mi punto de partida para establecer relaciones positivas y de proyección con los medios de comunicación, con el consumidor, la comunidad donde se encuentra instalada e incluso con las instituciones públicas, sin olvidar, por supuesto, a sus trabajadores…¿O SÍ?.

Las organizaciones, no dudan en argumentar en sus principios y valores básicos, dejándolo bien claro en TODAS sus herramientas de comunicación,  que las marcas se construyen de dentro hacia fuera, que su principal activo son los recursos humanos. Sin embargo, podría contar con los dedos de una mano el número de empresas que me ha pedido que iniciara mi trabajo por estudiar el estado de la comunicación entre sus empleados.

Cada día vemos que la tendencia actual de las relaciones que establecen las empresas con su entorno se basan en crear lazos emocionales, a través de experiencias; ya no nos sirve lo unidireccional, basamos las estrategias de marca y su posicionamiento en lo bidireccional, en empresas que quieren formar parte de tu vida,  que implican al consumidor en sus cambios, en sus motivaciones, ¡qué lo llaman por su nombre!.

Pero, en la mayoría de los casos,  en todos estos flujos de comunicación el receptor suele ser un extraño al que pretenden convencer de que van a por todas, de que su vida será más feliz si forma parte de esa gran familia que es su organización. Y mi experiencia me dice que en “en casa del herrero, cuchillo de palo”.

Desde mi punto de vista, LAS CORPORACIONES SON COMO  LAS PERSONAS. Podrás maquillarte, ser amable,  elegante, honesto, transparente, espléndido, y  todos los adjetivos positivos que quieras añadir, pero si esto no te sale de dentro,  si no es orgánico, si no forma parte de tus creencias aprendidas y heredadas, difícilmente lo podrás soportar en el tiempo.

¿Entonces?: LAS CORPORACIONES SON  (COMO) LAS PERSONAS QUE LA FORMAN, y como tal son los principales embajadores de la marca. Infórmales (que no se enteren de lo que ocurre en su casa por los medios de comunicación), involúcrales y convéncete definitivamente: el capital humano es difícil de reemplazar (repítelo como un mantra), e inicia desde YA tu estrategia de branding y comunicación de éxito.

En definitiva, y por decirlo alto y claro: “cualquier marca en la que su comunicación interna y externa  no se encuentre alineada, es una marca cuya credibilidad se puede poner en duda y que, por tanto, no cumplirá el propósito último al que un negocio debe aspirar, el de ser socialmente responsable”.

Ahora sí, ¡empezamos!

Rosana Alcayde. Periodista&RP

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