Communicating Brand Values

Let's talk about it then: The rise of the Employee Ambassador. Most brands are *still* missing their biggest marketing opportunity - the people already sitting inside their business. For years, companies have invested millions into paid reach. But the most powerful form of reach is earned, and in 2025 it could (and should) come from your own employees. I call them Employee Ambassadors. Not to be confused with “people who post on Linkedin about work.” They’re the ones who bridge the brand’s purpose with their own credibility becoming megaphones for the shared mission. - They speak in human language, not corporate tone. - They share learnings, not press releases. - They build connections, not clients. And I'm speaking from first-hand experience. When I joined The Diary of a CEO, my job was to build the show’s audience. While our main brand accounts shared the episodes, I shared the lessons and learnings behind them to my own profiles. My content didn’t replace what we created on the brand channels, it amplified it. That combination built a powerful ecosystem, one that deepened trust, expanded reach, and reinforced credibility from every angle. And the impact went far beyond social media posts. Because of the visibility I built, I was invited onto podcasts, panels, and stages - all opportunities to tell our story to new audiences and add further authority to the brand. I wasn’t just leading the marketing team, I became part of the marketing mix. And as my personal reputation grew, so did the brand’s perceived expertise. When executed correctly, the mutual benefits for brand and employee are exponential. That’s the power of Employee Ambassadors: when you invest in your people’s visibility, you don’t lose control of your narrative - you multiply its impact. But like any marketing plan, it requires a brief, guidelines and strategy. So next week I’ll unpack what that needs to look like, so everyone can reap the rewards. Thoughts, opinions, hot takes, concerns? I wanna hear them in the comments below! I’ll shape future posts in this series around your reaction 👇🏼 — 👋 I’m Grace Andrews - brand & content educator, creator-entrepreneur and former Brand Director For Steven Bartlett & The Diary of a CEO. This is post 1/6 of my new series Inside Voices, exploring the rise of the Employee Ambassador and how they’re reshaping modern marketing. Follow along - I’ll be sharing a new post every Monday for the next 5 weeks unpacking how they’re changing the way brands grow, hire, and lead.

Many #datavisualization, #dashboard, and #datastorytelling mistakes can be traced back to this simple problem: taking a presenter rather than an audience perspective. 🙋🏻 When designing data charts 📊, are you designing them with the audience in mind? I’ve often found that data communicators expect their audience to see the data from their perspective without evaluating their visuals from the audience’s viewpoint. They assume that what works for them will also work for their audience. This approach can be a recipe for disaster if you don’t know your audience very well. Before rushing to present some data, you should learn as much about your audience as possible. 👉 Knowledge level: How familiar are they with the topic or data? 👉 Relevance: How relevant or meaningful is your data to them? 👉 Context: What background information or assumptions are they missing? 👉 Data literacy: Will they be able to make sense of your charts? Once you've gained this understanding, you can attempt to design the data charts in a way that makes the most sense for your audience. It's also valuable to ask for feedback from colleagues or audience members beforehand to test your approach and fix potential problems. A common excuse I hear from data professionals is that they don’t have time to tailor their content to each audience. While it’s true that you might not be able to do it all the time, it is crucial to do it as much as possible. If you don’t make time to take an audience-centric approach, you will continue to be “busy” without driving meaningful outcomes. This type of shortsighted mindset makes you vulnerable when leaders begin to question what value you’re providing. What has helped you maintain an audience-centric perspective when designing your data charts, dashboards, and data stories?

Most presenters focus on their slides. Top communicators focus on the audience’s mind. 🧠 The psychology of presentations is no longer a mystery. I cover it in the opening chapter in my book Message Machine — “Revealing the hidden psychology of communications.” Here are 7 psychology-based principles that will transform how you present: 1) 𝐓𝐡𝐞 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐌𝐞𝐦𝐨𝐫𝐲 𝐂𝐮𝐫𝐯𝐞 ↳ Start and end with impact. ↳ People remember the beginning and the end — make those moments count. 2) 𝐓𝐡𝐞 𝐒𝐩𝐥𝐢𝐭-𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐄𝐟𝐟𝐞𝐜𝐭 ↳ Don’t narrate your slides. ↳ Reading text aloud while it’s on-screen splits focus and reduces retention. Use simple visuals to reinforce, not repeat. 3) 𝐃𝐮𝐚𝐥-𝐂𝐡𝐚𝐧𝐧𝐞𝐥 𝐏𝐫𝐨𝐜𝐞𝐬𝐬𝐢𝐧𝐠 ↳ Pair your message with meaningful visuals. ↳ The brain processes visuals and audio separately. Used wisely, this boosts clarity — but irrelevant images just distract. 4) 𝐂𝐨𝐠𝐧𝐢𝐭𝐢𝐯𝐞 𝐋𝐨𝐚𝐝 𝐓𝐡𝐞𝐨𝐫𝐲 ↳ Clarity is king. ↳ Every extra word or graphic adds cognitive strain. Trim slides to essentials that your audience can absorb instantly. 5) 𝐆𝐞𝐬𝐭𝐚𝐥𝐭 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬 ↳ Design with the brain in mind. ↳ Group elements logically. Consistency, proximity, and alignment help the brain form patterns — and improve recall. 6) 𝐀𝐯𝐨𝐢𝐝 “𝐒𝐞𝐝𝐮𝐜𝐭𝐢𝐯𝐞 𝐃𝐞𝐭𝐚𝐢𝐥𝐬” ↳ If it doesn’t support your point, cut it. ↳ Fun facts or flashy visuals that don’t serve your message? They dilute impact. 7) 𝐅𝐚𝐦𝐢𝐥𝐢𝐚𝐫𝐢𝐭𝐲 𝐁𝐢𝐚𝐬 ↳ Use conversational language. ↳ Audiences absorb more when your delivery sounds natural. Skip jargon. Speak like a trusted guide. 💬 Which principle do you use most — or want to try next? - - - - ♟️ Preparing for a speech? Reach out here: https://lnkd.in/ekXvJNAe ♻️ Repost to help someone in your network. 🙏 Follow me Oliver Aust for daily insights on leadership communications.

In a world where our attention is constantly being pulled in a hundred directions, one thing is clear: consumer attention can’t be bought—it must be earned.   We’re operating in a time where consumer attention is more fragmented and precious than ever before. The competition is no longer just other brands. It’s creators, media outlets, digital platforms, and the constant demands of daily life. People are overwhelmed, and their time is their most valuable currency.   But let’s be clear: not all attention is equal. The depth of engagement you earn from a documentary, for example, is far more meaningful than a fleeting glance at an ad while someone is multitasking at the gym. Brands need to move beyond being seen, to being felt.   What’s driving real impact today are brands that deeply understand their audience and show up in ways that are emotionally resonant, culturally relevant, and authentically human.   The brands winning in this environment are doing a few key things exceptionally well:   First, they embrace the power of entertainment. And entertainment doesn’t mean the same thing for everyone. For Red Bull, it’s high-adrenaline sports. For Liquid Death, it’s irreverent, disruptive humor. The Kegs for Pregs campaign with Kylie Kelce was a perfect example. It was unexpected yet rooted in a universal truth for pregnant women that made it unforgettable.   Second, they put their audience at the center, literally. Transformational content isn’t scripted testimonials or over-produced spots. It’s about real people, real experiences, and real moments that reflect the role your brand plays in their lives. Kodiak Cakes nails this with Zac Efron, a true believer in the product and lifestyle. At WW, that authenticity was everything. Our partnership with Oprah wasn’t transactional, it was transformational. She lived the mission, and that inspired millions to do the same.   And finally, they meet people on their terms. Consumers are in control. They skip, scroll, and curate their own content worlds. Your brand has to earn its place by being useful, meaningful, or simply delightful.   This is a mindset shift. And it starts with respecting your audience’s time, understanding their lives, and creating experiences that don’t just capture attention, but deserve it.

Is your brand image flawless? It never will be, and that’s a good thing! TBH, no personal brand is flawless, and it shouldn’t be. Some people will find flaws in your voice, your perspective, or even how you show up. But in reality, those “flaws” are actually your unique perspectives. They set you apart from the crowd. So, if you're getting uncomfortable or a little overwhelmed by what "they" will think about you, STOP there right now! Stop questioning yourself and start embracing your uniqueness, especially while putting forward your personal brand. Why? Because: ☑ Authenticity over perfection People connect with what's real, not what's perfect. Your quirks, your stories, and even your so-called flaws make your brand relatable. ☑ Stand out in a crowded space In a crowd of similar profiles, your distinct voice makes you memorable. Don’t tone it down. Turn it up! ☑ Build trust through transparency When you show up as you are, flaws and all, you create trust. People value honesty over perfection any day, and they don't they at least know your personality. ☑ Attract your tribe Your unique perspective will attract like-minded people who resonate with your values. And those are the connections that matter. ☑ Drive engagement Authenticity builds genuine connections. When you’re genuine, people are more likely to engage with you. So, instead of striving for a flawless brand image, aim for a fearless one. Embrace all that makes you unique, and let your true voice shine. Remember, It’s not about fitting in; it’s about standing out! And when I say don't FIT IN, I mean it. I've tried way too much fitting in that I started losing myself. Please spare yourself from that phase. Embrace all that is YOU. This is all that matters 🌸 P.S. How are you embracing your unique voice today? --------------------------- Hey, I’m Nisha Nain Follow me for more tips on Personal Branding. Want to build your Personal Brand on LinkedIn and attract more leads? I help CEOs and Co-Founders turn their LinkedIn profiles into Landing Pages and their audiences into customers. DM me for more details. Let’s build your Personal Brand together! #personalbranding #authenticity #brandimage #uniquevoice #embraceyourflaws

Are we overdoing personalization? That’s a question we, as marketers, need to ask, seriously. With #AI and data fueling everything, personalization has become the default play. And yes, it works. Relevance converts. But there’s a thin line between targeted and too much. Take this: I was chatting with a friend about a restaurant, and a moment later, ads for it popped up on my phone. Coincidence? Maybe. Intrusive?Absolutely!  That kind of personalization doesn’t feel smart, it feels like surveillance. Now flip that. I’m a Privilege Club member with Qatar Airways. Their loyalty program? A masterclass in mindful personalization. From family pooling to seamless redemptions across partners, every interaction feels curated, not creepy. It’s not just that they know me, it’s that they respect my privacy. That’s the difference. So no, it’s not about dialing up personalization. It’s about dialing up intent. Because the best brands aren’t asking “Can we personalize this?” They’re asking: “Should we?” True personalization respects context, consent, and timing. The smartest brands won’t just personalize more. They’ll personalize with care and with purpose.

Your digital brand strategy is likely obsolete. Consumers no longer wait for you to define your brand. They experience it, shape it, and share it in real time. The old top-down brand monologue is dead. What lives now is a multi-voice, always-on dialogue. If your brand isn’t actively part of that conversation, you’re not just behind ... you’re invisible. The brands that succeed in this environment do five things exceptionally well: 1. They build mobile-first websites that convert. 2. They invest in SEO and paid search to be found when it matters. 3. They create content that builds trust, not just clicks. 4. They use social and email to build community, not just push promotions. 5. And they measure relentlessly because if you’re not tracking share of voice, sentiment, and real engagement, you’re flying blind. This isn’t about more digital noise. It’s about intentionality. A cohesive digital ecosystem. Authentic connection. Insights that lead to action. Digitally native brands like Glossier, Warby Parker, and Allbirds don’t just “do digital.” They are digital. They turn data into an unfair advantage, obsess over experience, and scale loyalty by design. That’s the standard now. Be always on. Be strategic. Be human. Because the question isn’t whether your brand is online. It’s whether it’s alive there. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling

TRUTH bomb of the day: People connect with people, not faceless corporations on social. This insight helped two merging health systems successfully rebrand without losing their employees' trust. When Beaumont Health and Spectrum Health merged into Corewell Health, they were up against: - 21 hospitals becoming one brand - 300+ outpatient locations needing alignment - 65,000 employees wondering "what's next?" The typical thing to do is to blast out corporate memos and hope for the best. (Spoiler: that never works) Instead, Corewell Health's social team did something different: They turned their EMPLOYEES into the voice of the brand. They leveraged 65,000+ people in their organization and empowered them to drive results! Using Hootsuite Enterprise they were able to: - Create one central hub for brand content (keeping 65,000 people across 300+ locations on-brand) - Make sharing authentic stories effortless (busy healthcare workers could share pre-approved content in seconds) - Monitor conversations in real-time (it became easy to spot negative sentiment early and adjust their content accordingly) And I’m still shocked by the results they generated: → 3M+ MORE impressions from employee-shared content →  2.5x HIGHER engagement than healthcare industry average (4.76% to 1.8%) → 50% DROP in negative sentiment since the merger went into effect (14% to 7%) The big lesson? 👇🏻 Your most powerful brand ambassadors aren't your ads or announcements. They're your people. When you empower employees to share their authentic experiences on social media, you build trust in ways traditional corporate communications never could.

How do you evolve your brand without compromising your values?  Over 30 years ago Nike debuted their now synonymous tagline - Just Do It. The original iconic ads focused on sports being for everyone, and the greatness that comes with the rewards of sports. Subsequent iterations took on social issues - equality for women’s sports and racial injustice. All met different cultural moments with the same fundamental value intact - Nike celebrates greatness and courage. Today, Nike is meeting both a new cultural moment and a difficult business reality. Their new target customers, Gen Z, are “hesitant to get out there because of a fear of perfectionism". That pressure of perfectionism, and its accompanying anxiety, is perpetuated by constant content consumption, comparisons to others on social media and previous generations glorifying success - including Just Do It ads featuring glorified winning moments and champions. So Nike is pivoting away from their iconic three words and instead asking - “Why Do It?”  Nike's response is a shrewd tactical move. Instead of a demanding, almost aggressive call to action like "Just Do It," the new campaign uses an empathetic approach, reframing motivation from a simple rally cry into an individualized  search for purpose. The new tagline no longer tells their audience what greatness and courage are, but instead asks what greatness and courage mean to them. It’s an important case study for all of us on how smart brands can smartly evolve their message while staying true to their core values. https://lnkd.in/eFkVuizZ

I get it. Brand feels intangible, hard to prove, and frustrating to justify in executive meetings and boardrooms. It's been the story of my life for almost twenty years. So, last week, I shared a brand score framework to hopefully help. I'm sharing it again to provide a little more context to the deliverable. This guide breaks down the why, how, and what next of brand measurement. Why Is Measuring Brand So Hard? Most leaders know brand is important. “Oh yeah, brand is the rizz.” But the same people talking about rizz expect immediate results—revenue, efficiency, valuation. The challenge? (1) Brand impact is long-term, while execs focus on short-term revenue. (2) Brand influence on sales is indirect but still real. (3) Brand must align with financial KPIs or risk losing investment. Marketing needs a better way to prove brand value. How Brand Ties to Business Outcomes: Brand doesn’t just "exist"—it affects acquisition, retention, and pricing power. Here's how to connect it to financial impact: Increase Branded Search Traffic >>> Lower CAC Orangic Website Traffic Growth >>> Higher inbound pipeline Social Engagement Growth >>> More efficient sales cycles Customer Advocacy & Reviews >>> Higher deal velocity & expansion $$ Brand Awareness + PR >>> higher valuation multiples Share of Voice & Analyst >>> Increase inbound interest NPS >>> Higher retention Brand-building’s impact compounds over time. Use predictive modeling to show future value. Here are some ideas: Branded CAC vs. Non-Branded CAC – Show that branded inbound leads cost less over time by comparing CAC trends. Sales Cycle Compression Model – Measure the reduction in sales cycle duration for accounts exposed to brand content. Brand Awareness & Future Revenue Impact – Track branded search traffic increases and their correlation to pipeline growth. Okay... back to the brand score, we want to measure across six weighted categories: Brand Awareness, Brand Trust & Reputation, Brand Differentiation, Brand Engagement, Brand Consistency, and Brand Perceived Value. And it's super important to measure across all six pillars. Check out the image for more context on weighting and what to measure. How to Calculate Your Brand Score: (1) Score each category on a 1-10 scale using internal and external data. (2) Apply weights and calculate a final Brand Score out of 100. (3) Track progress over time and compare with competitors. Brand measurement isn’t a "nice to have". It’s the key to unlocking categories and growth. This is also new for me, so I would love feedback on whether anyone has implemented a version of this.