Aligning policy with trust-led messaging

One of the most common fractures in any organization occurs when strategic messaging doesn’t match what's happening on the ground. When leaders say one thing but those in the trenches experience something different, trust erodes, morale declines, and effectiveness suffers. This disconnect, often referred to as the “Say-Do Gap," isn’t just frustrating; it’s a threat to organizational culture. It echoes Chris Argyris’ theory of espoused theory vs. theory-in-use, where what leaders claim to value (espoused theory) doesn’t align with the behaviors or decisions that actually play out (theory-in-use). At the ground level, people don’t just hear the message. They live the outcomes. If an organization claims to prioritize well-being, readiness, or innovation, but rewards only output, speed, or tradition, people quickly recalibrate their expectations and engagement. True strategic alignment means ensuring that: - Messaging is backed by operational policies and behaviors, - Leaders actively model what they promote, and - Feedback loops exist to close gaps between vision and reality. Because when words and actions align, organizations don't just move forward, they build momentum. #Leadership #OrganizationalCuluture #ChangeManagement #TraditionVersusInnovation

The role of the brand is changing fast. The role of the agency is about to follow. In 2025, there’s no such thing as a neutral brand. When geopolitical, environmental and social volatility is constant… Silence gets interpreted as indifference. And for many customers, silence speaks louder than brand campaigns. The old model of corporate communications said: “Stay safe. Stay neutral. Avoid picking sides.” But today, brand inaction is often seen as a choice. According to Edelman’s Trust Barometer, 63% of people expect CEOs to lead on societal change… That expectation now filters directly into brand perception. And for CMOs, that creates a deeper challenge: It’s not just about what your brand says. → It’s about how your operations behave. → How your hiring practices hold up. → How you act when nobody’s watching. Because trust is no longer built through messaging alone. It’s earned through systems, policies, and delivery. You can’t sound caring and scale indifference. You can’t run purpose-led copy over a disengaged culture. This isn’t about taking a stance on every issue. It’s about understanding that neutrality itself is a signal, and increasingly, not a good one. → For agencies, this shifts the ask too… It’s no longer about finding the right words. It’s about helping clients show proof. Helping them align comms with conduct, brand with behaviour. Because in this climate, the brief isn’t “say it well.” It’s: “prove that we mean it.”

𝐀𝐥𝐢𝐠𝐧𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬 𝐰𝐢𝐭𝐡 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐆𝐨𝐚𝐥𝐬! One of the most effective ways my team and I have helped a fintech company gain traction in a new West African market was by humanising their value proposition. Rather than leading with product features or promotional offers, we focused on telling the real stories of people whose lives were being improved by the service: market women using the app to send money securely, students managing their budgets more effectively, and gig workers finding new ways to save. These weren’t generic testimonials. They were thoughtful, well-crafted narratives that reflected the realities of the communities the company hoped to serve. This approach shifted the perception of the brand from “yet another tech solution” to something people could actually relate to and trust. At the time, the company had everything in place to grow: strong tech, funding, and a skilled team. But they were struggling with adoption and lacked visibility and credibility in a new market. Their initial instinct was to invest heavily in advertising and push for visibility through sheer volume. Instead, we took a step back and asked a more strategic question: “𝐖𝐡𝐚𝐭 𝐝𝐨𝐞𝐬 𝐦𝐞𝐚𝐧𝐢𝐧𝐠𝐟𝐮𝐥 𝐬𝐮𝐜𝐜𝐞𝐬𝐬 𝐥𝐨𝐨𝐤 𝐥𝐢𝐤𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐧𝐞𝐱𝐭 𝐬𝐢𝐱 𝐦𝐨𝐧𝐭𝐡𝐬?” Their answer was clear and commercial: ➡️ Reach 5,000 verified users in Ghana ➡️ Gain enough credibility to attract serious investor interest From there, we built a communications strategy fully aligned with those goals, not focused on vanity metrics or surface-level engagement. We took three core actions: ✔️ Told stories that mattered – As mentioned, we grounded the messaging in the lived experiences of users. This allowed the brand to connect on a human level while reinforcing its practical value. ✔️ Established credibility through trusted channels – We secured media coverage in top-tier and trade publications and facilitated a partnership with a respected local NGO focused on financial literacy. These third-party validations were critical in shifting both public and investor perception. ✔️ Aligned communications with the full user journey – We supported onboarding with explainers in local dialects, improved internal collaboration between the comms and product teams, and ensured consistency across every touchpoint from PR to in-app messaging. The results followed quickly after implementing this thoughtful communications strategy. The uptick in adoption also triggered increased investor interest, as the company was now seen as not just functional, but relevant and respected. Strategic communications played a central role — not as a final flourish, but as a strategic lever for growth. #strategiccommunications #startups #pr #buildingtrust