In a professional setting, the term silo is seen as a challenge, creating disconnect within a company and to a wider audience. It’s applied to an organization whose units do not function cohesively due to a lack of means or knowledge to work in an integrated fashion. This approach more often than not leads to siloed messaging.
Silos can reduce efficiency and damage brand messaging. Without collaboration, different departments competing for consumers’ attention can hurt sales and weaken the impact and overarching message you want your consumers to take away.
How can companies identify and avoid creating siloed messaging? Here are some tips to help determine if your company is suffering from silos and steps to prevent them.
1. Establish a Unified Brand Vision
Leadership needs to regroup and evaluate the messaging your company wants to convey to the public and customers. Your company leaders must first align on the overall vision and messaging for the company before any successful projects can happen.
A unified leadership team encourages trust, empowerment and a mentality of “our organization” instead of the siloed thinking of various departments. If every department head understands a common message and vision, they can then take this to their teams and help eliminate silos across the company.
2. Achieve a Common Goal
Once the leadership team has agreed to the overarching unified vision and message of the organization, they must then determine underlying core problems that may be causing the ripple effect of silos across the organization. It’s up to this team to remain on task and define the single, qualitative focus shared among them as the top priority.
Once the messaging or focus has been identified, all executives and management members must work together toward achieving the common goal. It’s also crucial that all employees are aware of this objective and understand how they can impact the goal. This step is critical to help remove siloed messaging within a company.
3. Analyze and Execute
Just like any business goal, it’s essential to measure progress and outcomes. The leadership team must establish a time frame to complete the common goal, create benchmarks for success and delegate specific tasks and objectives to other members of the management team to ensure the messaging is understood across the company.
Holding leadership and employees accountable here is key, as this will help to implement a cohesive and unified message both internally and externally.
It’s important to remember that breaking down siloed messaging and habits will not happen overnight. This will take time and commitment from the entire company, but especially from leadership. Having leadership unified in their messaging makes it easier for your company and employees to avoid siloed thinking, stay aligned and connect more effectively with your audience.