Are your customer-facing employees consistently on message? If not, download this “quick read” to learn how investing in messaging development and organizational change management can accelerate business growth and cultivate lasting change. Access surprising statistics and important advice that illustrate how bringing your corporate story to life during the customer experience outperforms investments made in traditional advertising vehicles.

1. 7 REASONS YOU SHOULD
ENSURE EMPLOYEES
TRULY UNDERSTAND YOUR
CORPORATE MESSAGE
Statistics that prove how organizational change
and corporate messaging training accelerate
business growth

2. Why does one company win more business than another? Why do
certain companies retain customers longer than their competition?
It’s not because they spend more on media and advertising
campaigns. It’s because they spend time, energy and dollars to
ensure every employee knows how to bring their corporate story to
life in customer conversations. This document includes quotes from
market leaders who understand how infusing a clear, compelling
and consistent message throughout the customer experience
outperforms traditional advertising investments.

3. 7 REASONS YOU SHOULD ENSURE EMPLOYEES TRULY UNDERSTAND YOUR CORPORATE MESSAGE 3
Companies that bring their message/story
to life throughout the customer experience
spend only 1 percent of annual revenue on
paid media while those that don’t have to
spend 3–4 percent to get similar results.
“Starbucks is not an advertiser; people
think we are a great marketing company,
but in fact we spend very little money on
marketing and more money on training
our people than advertising.”
— Howard Schultz
Starbucks
1
REASON

4. 7 REASONS YOU SHOULD ENSURE EMPLOYEES TRULY UNDERSTAND YOUR CORPORATE MESSAGE 4
Customers do not engage directly
with your brand. They experience the
brand based on the experiences and
conversations they have with your
employees. According to market leader
Ken Irons, “70 percent of customers’
brand perception is determined by their
experience with your people.” So the
real question becomes: Can you afford
not to infuse your corporate message
throughout your organization?
“An organization can only ‘walk the talk’ when its managers deliberately
shape its internal reality to align with its brand promise … [the brand’s]
values must be internalized by the organization, shaping its instinctive
attitudes, behaviors, priorities, etc.”
— Alan Mitchell
“Out of the Shadows,” Journal of Marketing Management
2
REASON

5. 7 REASONS YOU SHOULD ENSURE EMPLOYEES TRULY UNDERSTAND YOUR CORPORATE MESSAGE 5
According to the Harvard Business
Review, companies that excel in delivering
a consistent message throughout the
customer journey can increase revenue
growth 10–15 percent and lower costs
15–20 percent.
“When making a purchase decision,
customers use an average of six different
channels, which are often managed
by different parts of the organization.
That series of interactions highlights a
crucial issue in today’s business world:
brands need to work across multiple
functions to deliver a coordinated and
consistent experience.”
— Harvard Business Review
3
REASON

6. 7 REASONS YOU SHOULD ENSURE EMPLOYEES TRULY UNDERSTAND YOUR CORPORATE MESSAGE 6
Those companies that “live” their
message and bring it to life throughout
the customer experience increased their
share price by 6.4 percent while those
that don’t saw share price decline by
4.4 percent.
“Managing brands is going to be more
and more about trying to manage
everything that your company does.”
— Lee Clow
Chairman & Chief Creative Officer,
TBWA Worldwide
4
REASON

7. 7 REASONS YOU SHOULD ENSURE EMPLOYEES TRULY UNDERSTAND YOUR CORPORATE MESSAGE 7
According to Corporate Leadership
Council, engaged organizations
grew three times faster than their
competitors. It’s a fact that business
performance increases if your people
understand your story, internalize it
and leverage it in customer
conversations. Don’t let messaging
development and infusion stand in
the way of future success.
“In a competitive world, organizations are realizing that only people can
brand products or services — that we are not just selling a branded
product but a mass of branded people who support and deliver.”
— Helena Rubenstein
Managing Director, The HR Lab
5
REASON

8. 7 REASONS YOU SHOULD ENSURE EMPLOYEES TRULY UNDERSTAND YOUR CORPORATE MESSAGE 8
According to a recent Gallup poll,
higher than average levels of employee
engagement produce 27 percent more
profits, 50 percent more sales and
50 percent higher customer loyalty.
Employee engagement requires a
personal understanding of your story:
who you are, what you do and the value
you deliver.
“Your brand is created out of customer
contact and the experience your
customers have with you.”
— Stellos Haji-Ioannou
CEO, EasyGroup
6
REASON

9. 7 REASONS YOU SHOULD ENSURE EMPLOYEES TRULY UNDERSTAND YOUR CORPORATE MESSAGE 9
Living your story and aligning it with
your corporate strategy increases
revenue growth. Companies that infuse
messaging throughout the enterprise
experience an operating income growth
rate of 16.1 percent versus 7.1 percent
for those that don’t.
“A brand is no longer defined only by advertising-driven perception.
Rather it is defined by the customer’s experience in buying the
product; satisfaction in using the product; and the services wrapped
around the product with positive consequences.”
— Andrew Cohen
Founder, Exposed Brick
7
REASON

10. © Copyright OnMessage, Inc. 2014 | All rights reserved.
About OnMessage
It’s more than our name.
It embodies our singular purpose and mission …
To grow our client’s business by helping them deliver a clear, compelling and consistent corporate
message throughout the customer experience.
OnMessage is a messaging infusion company with a proven model for helping you develop a clear,
compelling and consistent message. Our methodology aligns your company’s strengths and true point
of difference with customer needs to create a messaging platform that elicits optimal engagement
throughout the customer experience. This methodology, when combined with our employee training,
sales enablement, content development and brand integration services, enables you to achieve a higher
return on every connection you make.
For more information
For more valuable and informative resources that can help you improve your customer experience go to:
www.itsonmessage.com/resource.
Follow us on
twitter.com/onmessage
facebook.com/onmessage
itsonmessage.com/blog
linkedin.com/company/onmessage
About OnMessage
OnMessage is a messaging infusion company with a proven
model for helping you develop a clear, compelling and consistent
corporate message. Our methodology aligns your company’s
strengths and true points of difference with customer needs to
create a messaging platform that elicits optimal engagement
throughout the customer experience. This methodology, when
combined with our organizational change, sales enablement,
content development and brand integration services, enables you
to achieve a higher return on every connection you make.
We do this through five highly integrated service offerings
that enable you to:
> Develop and deliver a clear, compelling and consistent
corporate message
> Train employees so they can bring your corporate
message to life
> Provide sales with engaging messages, stories and tools
> Extend and amplify your story with compelling content
> Integrate your corporate message with captivating
brand creative
By partnering with us and infusing consistent messaging
in all five of these areas, you can create a differentiated
customer experience that will accelerate business growth.
© Copyright OnMessage, Inc. 2015 | All rights reserved.
For more information
For more valuable and informative resources
that can help you improve your customer’s
experience, go to: itsonmessage.com/resource
Follow us on