Companies build identities and strong individual and corporate brands through communication entrenched in the strategic decision making processes. Moreover, communication needs to be meaningful, creative, transparent, sustainable and relevant to all the organization’s stakeholders. Through digital information and social media, consumers have become more educated about issues as well as getting more cynical about corporate intentions. However, companies have exploited corporate communication to their advantage, and an example of such companies is Sweet Leaf Tea.
Sweet Leaf Tea is a company that specializes in making premium and all-natural ready-to-drink beverages. Its success can be attributed to goodness and quality of their products, the commitment of the employees and customer engagement. The company uses product differentiation to distinguish its brands from those of their competitors through authentic goodness coupled with a culture that has enabled it attract the best team in the industry (Argenti, 2013).
Sweet Leaf Tea enjoys strengths, such as a strong fan base who are passionate about the beverages that are localized to have a feel of their social community. This fan base has been exploited through music festival sponsorships, which are a part of the company’s marketing strategy. Moreover, the company runs text promotions and messages that drive the fans to its social media pages and blogs to see the pictures of the festival winners.
Further, the company enjoys support from the social media, which it uses to spread information about its new offers as well as engagement strategies and community management. The company enjoys an engagement rate of more than 7 percent annually. Communication is entrenched in the company’s culture as it has continuously relied on the loyal customers to boost word-of-mouth in the current markets. Events are also promoted through newsletters, company website, and other social networks. Corporate communication strategy plays a pivotal role in spelling out the details, aspects and future prospects of the company through the social media (Laws, 2014).
Moreover, the company has exploited its communication strengths by creating a communi-tea to give back to the community and strengthen its brands to customers who share the same values (Hebrews 13:16 KJV). Employees are a strength to the company and are treated as internal customers. They are recognized and rewarded for their contributions in creating quality products that are tasty and enhance wisdom from grandmother. The company uses this strength to connect with the target markets thus increasing the brand awareness.
However, businesses are also laden with weaknesses which hinder the proper running of the operations. One of the weaknesses is that the company does not have adequate facilities and knowledge to produce the raw ingredients for its products. It has since used Budweiser as a maker of its beverages. Moreover, the company is small in size making it hard to give cash to charities. This weakness is overcome through co-promotions and giving out beverages as in-kind donations for board meetings, fundraisers, and sponsor dinners hence cutting the event organizers’ expenses.
Companies use corporate communication as a means of spreading business values, which is fostered through improved dialogue between the management and the employees. Corporate communication can be managed to achieve organizational objectives, albeit with difficulty (Miller, 2014). However, companies such as Sweet Leaf Tea has used it to their advantage by capitalizing on it as a strength and mitigating the weaknesses it possesses in the industry. The company has tried to manipulate the industry as much as possible with its resources, such as devoted employees, loyal customers and a strong corporate communication culture.