Let's also look at this issue in a broader sense, too, because it's important to remember the different roles of communication in productivity and retention. Three generic types of communication figure in our thinking: instructional, contextual, and motivational.

Instructional communication provides information that helps others do their jobs more efficiently. Contextual communication provides the bigger picture, which should help recipients do their jobs more effectively. And motivational communication shows recipients the benefits of responding as we've requested.

To build trust and goodwill, the instructional communication should be accurate, timely, and functional. The people who receive our messages should be able to act on them, and know they can act on them with confidence.

The contextual communication should be relevant and helpful. It should put the task or issue in question into a framework that helps others understand how specific tasks or issues fit into the strategic flow.

And, the motivational communication should focus on them, not on you. It should show them the importance of their contributions.

In summary, think of branding as the process of building trust and goodwill, a process that makes it possible to increase productivity and retention through communication.

About The Author

Robert F. Abbott
The process of branding, as it's viewed by marketers, might be used in employee communcation, to increase productivity and retention through communication.

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robert@communication-newsletter.com