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

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.

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

1REASON

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

2REASON

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

3REASON

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

4REASON

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

5REASON

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

6REASON

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

7REASON

© 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

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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