Why is it essential to know an organization's brand in strategic communication?

Understanding an organization's brand is crucial in strategic communication primarily because it enables the tailoring of messages that resonate with the audience. A strong brand embodies the values, mission, and overall identity of the organization, which are significant factors that influence how messages are crafted and delivered. When communicators are aware of the brand's key elements, they can create content that reflects these attributes, fostering a connection with the target audience.

Aligning communication strategies with the brand helps ensure consistency across all channels and platforms, which strengthens audience trust and engagement. This is particularly important in Total Rewards communications, where clarity and relatability can significantly impact employee satisfaction and retention.

In contrast, while aligning with customer preferences is important, it is secondary to ensuring that the communication authentically represents the brand. Following industry trends without deviation may result in communications that lack originality or fail to reflect the organization's unique characteristics. Similarly, increasing advertising costs would generally not be a strategic goal, as effective communication should aim to optimize resources while still conveying the brand message accurately.