14 ways to ensure that company growth does not outperform business communication
Some companies have seen massive growth recently, especially those that deal exclusively with online sales and services. While this development is promising, it also opens up another problem for a company: growth exceeds communication skills.
Business communication deals with the interaction and information of the company with its employees and customers, including the entire brand promise. Of course, a small business probably has a different approach than a larger one, simply because of the amount of communication.
However, as the size of the company increases, many of their key areas and key elements that have helped them get where they are today tend to fall and get lost in the mix. Unfortunately, this happens to a large majority of companies and brands, and it just doesn't have to be that way.
Recommendations and tips on how to ensure that your company's growth does not exceed business communication and engagement
We interviewed 14 YEC entrepreneurs about the best ways for a company to ensure that their communications keep pace with the growth of their business. Here's what they had to say.
1. Be open to feedback and changes
Maintaining effective communication through growth is difficult to achieve. In my experience, the trick here is not a great multi-step strategy. You will never really understand that – at least not. The trick is to be able to listen and to want to. If you are receptive to feedback, your team will let you know if the context is missing. I see my job as listening and adapting.
– Alex Furman, Invitae
2. Create brand guidelines
Brand guidelines can be a one-page document that helps the entire team understand what a brand is or not. Writing down the guidelines will help if they also need to be changed. This can happen if changes have to be made to the company that have to be taken into account in the core brand guidelines (example: takeover of another company with a different brand positioning).
– David Boehl, GoLastMinute
3. Replicate your voice
In an ideal world, you can simply hire people who care about the brand as much as you do. In reality, finding these people is almost impossible and it takes time to train them properly. So the next best thing is to "replicate your voice". You can do this through corporate documents, training materials, videos, websites, social media and even a message to callers who are on hold!
– Bill Mulholland, ARC Relocation
4. Create a strategic communication plan
Create brand guidelines that define tone, style, etc., and make the guidelines available to your communication teams. Create a strategic communication plan that maps the various internal and external assignments required to grow the company. Make it clear who is responsible for all communication and who confirms compliance with brand standards.
– Traci Beach, Craft Impact
5. Use automated tools
Make sure that automation tools and systems are in place. This way, the brand can be scaled without much manual control, and creative roadmaps can get the right attention they deserve.
– Jordan Edelson, Appetizer Mobile LLC
6. Audit communication channels
The larger your company, the more detailed a process needs to be described to ensure continuity and correct messaging. As with a phone game, do an audit to understand where communication gaps can occur and be ready to revise your process.
– Matthew Podolsky, Florida Legal Counsel, P.A.
7. Build an accountability chain
As your business grows, it's important that everyone stays on the same page. When you add new departments or see massive growth in one of your teams, assign managers to keep each group accountable. This chain of accountability ensures that everyone is on the same page.
– John Turner, SeedProd LLC
8. Hold daily meetings
For fast and sustainable growth, you need to hold daily meetings to ensure that your communication is branded. Nothing works without multiple eyes, and those who work on these communications are responsible for performance and delivery. We check in several times a day – it doesn't have to be long, but a vital sign check in the morning and in the afternoon works wonders.
– Matthew Capala, alphabetically
9. Maintain personal connections
Since most of my employees work outside the company, it is important to communicate with each other as often as possible and to feel supported by me. We hold an all-hands employee meeting every quarter, where we go into more detail and ensure that everyone gets to know each other. In a rapidly growing business, people lose that personal connection if we don't get together with our team regularly.
– Jennifer A. Barnes, Optima Office, Inc.
10. Create a schedule
Like everything else, communication must be planned to be effective. This means investing in the right tools, creating fixed weekly meetings, quarterly reviews, one-on-one meetings and more. Use calendars and create reminders for these meetings so that everyone is present and communicated clearly. It's just a matter of planning how your business will grow.
– Syed Balkhi, WP Beginner
11. Set up a single tool
The means of communication are endless, from Slack to e-mail to telephone or instant messages. It is therefore not surprising that the larger the team, the more communication between offices becomes a problem. Set up a process that streamlines communication on specific topics in a single place and on an identified platform. This way everyone knows where to go to stay up to date.
– Jared Weitz, United Capital Source Inc.
12. Take a step back
Sometimes you just have to take a step back from all the craziness that comes with day-to-day management and ask yourself, "Is that a brand?" If you continue to ask the question and stay true to your core values, communication will remain up to date.
– Josh Weiss, Reggie
13. Train and delegate
As your business grows, it is not realistic to believe that you can maintain the same level of interpersonal communication as before. The next best step is to train key people in your company to communicate on your behalf. Set a good example and create documentation that explains what needs to be discussed. This keeps things consistent across the company.
– Blair Williams, MemberPress
14. Hire a content marketing agency
If you need to scale communication both internally and externally, it is helpful to ask for help. A content marketing agency can help you with everything from your corporate blog to lined content to internal communications and executive speech, and can ensure that everything is consistent and brand-related.
– Kelsey Raymond, Influence & Co.
How to focus on growth and business communication
For most companies and brands, it's all about the bottom line and reaching new goals and levels every quarter. The last thing you want to do is achieve your goals while jeopardizing your customer and B2B relationships that you've worked so hard for.
To achieve this in the best possible way, we strongly recommend that you go through the tips and advice listed above and implement these solutions in your own company or brand.
If you enjoyed this content today, be sure to read our other expert tips on how to deal with a PR crisis and increase your website's access while working on a budget.