To build trust and brand equity, you have to act on your communication strategy.

That means turning ideas into habits. Making messages part of everyday work. Giving structure to the way your brand shows up—in emails, on slides, in meetings, on social.

It’s not about perfection. It’s about taking small, deliberate steps every day that bring your brand to life.

Here’s how to start.

If no one owns communication in your business, it won’t get done.

Someone needs to drive it. Not just once—but every week. You also need to give it time in the calendar and space in the budget. Otherwise, it gets squeezed out by “more urgent” things.

Canva did this really well. When their team started growing fast in 2022, they knew alignment would be a challenge. So they created weekly team sessions called “Canva-nnections,” built an internal knowledge hub, and made sure their communication team worked across departments—not in a silo. It wasn’t fancy. But it worked.

Teams stayed connected. Everyone knew what the business stood for and where it was going.

Most people don’t remember what you said last week.

If you want a message to stick, you have to repeat it. Not just in one campaign—but in team meetings, emails, product updates, social media, and sales conversations.

When HubSpot shifted its focus to customer-first growth in 2019, they didn’t rely on a single announcement. They built it into everything. Their CEO talked about it in town halls. Their product team used the language in launch notes. Their onboarding teams explained it to new hires. Over time, everyone inside and outside the company started using the same language.

That’s how a message becomes part of your culture—not just a tagline.

Communication isn’t one-and-done.

People change. Products evolve. Markets shift. That’s why good communication isn’t just set—it’s maintained. You need to review what’s working, listen to feedback, and adjust your tone or message if needed.

IBM learned this back in the early 90s when they were going through a massive turnaround. With Tom Hardy leading brand design and Louis Gerstner as CEO, they didn’t just do a rebrand and move on. They trained teams, reviewed communication across departments, and kept adjusting their messaging based on how customers were responding.

That’s what helped IBM rebuild its image—and become a brand people respected again.

The first article in this series showed why communication needs to be strategic. This one is about making it real.

If you don’t take action, your strategy won’t matter.

Communication will stay scattered. Your message won’t land. And your brand won’t grow.

But if you give it time, ownership, and rhythm—your communication becomes something people can rely on. It builds trust. It builds confidence. And it builds real equity over time.

At KRAFT designsmiths®, we don’t just help you plan the message. We help you bring it to life. We help teams build the habits, tools, and systems they need to make communication work every day.

If you’re ready to put your strategy into action, we’d love to help.

Let’s make your communication count—for real.