Corporate communication

In order to drive a successful communication strategy, corporate communication has various means. If these tools are coordinated and consistently represented, communication can be as efficient as possible. In particular, corporate design, which is generally a pillar of corporate identity and corporate language, play a major role.

In the course of the corporate design, every form of communication of the company has commongraphic elements. For example, they agree on a binding font to be used in all documents. Also the company logo is to be accommodated in every written communication situation: in letters and e-mails, for example in the letterhead and/or the e-mail signature. The corporate design is also continued in presentations. For example, the color scheme is usually fixed.

Corporate language can be assigned even more to the area of corporate communication – a special tone of voice, a form of expression that distinguishes the company externally and internally. The language used by a company must follow general rules on the one hand and have an individual (and uniform) character on the other. In addition to correct grammar and spelling, the former also means expressing oneself comprehensibly. This sounds natural at first, but employees in technical professions in particular sometimes find it difficult to formulate facts in a way that is understandable even for laypeople.

The individual characteristics of corporate language are about finding the balance between outstanding features and everyday conventions, to an extent. As a rule, you should stick to a language that is appropriate for your target group: While it may not be a problem, for example, to speak the language of employees and B2C customers, investors may feel uncomfortable with such a casual approach. The most important thing, however, is that corporate culture is also reflected in corporate language. The way in which something is formulated allows the values and norms of the broadcaster to be derived.

In order for all employees to be able to internalize this language, a guide should be drawn up. This can be used to store concrete examples or lists of expressions that should not be used or that should be used as far as possible. Ready-made text modules, which occur again and again in everyday communication, also make it easier for employees to deal with the communication strategy.