Author Archives: Peter

Are your customer letters consistent with your carefully-crafted brand story?

Communications professionals can influence their company’s brand beyond press releases and media talking points. I continue to believe Human Resources is the most important branding division in a company (think about job applicants). Every business unit in the company plays a role in how customers, prospects, and vendors feel about you. Author Scott Stratten says two things go through our minds when…

Does your treatment of job applicants undermine your brand message?

As communicators, often we find ourselves in reactive mode protecting the brand. But what positive things can we do with a few minutes to be proactive? One might be to assess whether your brand is delivering a quality experience for job applicants or is damaging your reputation. Sometimes that just requires visiting other areas to…