Alessandra Manzato, Communication & Corporate Identity Manager at Bitron Group, highlights the importance of cultivating shared values and a cohesive brand identity across the organization. In a global company like Bitron, ensuring that everyone shares the same tools and is aligned with the core values is critical to maintaining a consistent and inclusive brand. Discover how Bitron’s communication strategy ensures that each message resonates with clarity and purpose across all channels, strengthening its global presence.

What have been the main goals of the Communication & Corporate Identity department since its creation? 

As the name of our department suggests, we are in charge, at the corporate level, of taking care of our company brand identity through communication, internally and externally to the organization. In other words, our goal is to ensure that the Bitron Group's reputation and recognizability in the market, already established given its long history, remains a benchmark for our stakeholders. Our work is to ensure that our standing among the world's leading companies is always high in terms of innovation for the sectors in which we are involved as a business.  

How has the department contributed to strengthening the company's identity and values over the past two years?

Talking about identity, we realized that first we had to work on our self-perception. In other words, we had to make sure that all our colleagues had a clear understanding of what it meant to be part of this historic Group. In this way, if we all share a corporate identity, each of us becomes an ambassador, carrying it outside the organization as well. To achieve this, we identified and constructed guidelines for our brands (Bitron Group and Elbi International), defining their expression with precise rules. The set of rules and materials we defined constitute our visual identity, which was shared internally in order that, in any plant in the world, our colleagues could communicate in the same way. This also leads us to talk about values, which guide and accompany our work and are the basis of our choices. 

What initiatives or projects make you particularly proud of the department's work so far? 

If I had to identify one project that makes me especially proud of all the others, it would definitely be our new “Corporate Identity Portal”. It is a virtual space, accessible by anyone within the Company, that contains all our work. We reviewed and completed the Bitron brand book that collects all the guidelines for the proper application of the Group's brands and all the visual elements related to them. In this space any user around the world can find everything for any need: stationery, digital materials to best express the Company's online presence, useful content for marketing and sales, internal documentation and much more! By collecting everything in one place we made sure that all these materials “speak the same language” and make the Bitron brand recognizable and unique from competitors. In short, this portal is our meeting point with all our colleagues: herever they are, the portal responds to whatever communication needs they have.  

However, I would also like to mention an initiative in which we participated that is very close to my heart. I am talking about our involvement as Bitron Group as the official sponsor of “Viva la Costituzione, la Costituzione è Viva,” a national project designed for Italian elementary schools to explain the Italian Constitution to children. This engagement involved us as a team carrying our Group’s values through a communication plan and taking part in the success of the process. We are proud to have contributed to such an important cause, which if you want to learn more about it you can find in the dedicated blog. 

How are the company's key messages managed and promoted through different communication channels? 

When management needs to share key messages for the business, our department takes action to ensure that they reach all layers of the organization in a timely and effective manner. It is essential that all people in the Group are always aligned regarding the latest guidelines that define the general line of business strategy. Therefore, in addition to timeliness, it is necessary for us in the department to be very careful about the clearness of the messages we send. As a multinational company we have to ensure maximum understanding for everyone.  

Do you feel that the use of inclusive language has become an integral part of your communication strategies? If so, how has it been integrated? 

At Bitron we have a department dedicated to taking care of Diversity, Equity & Inclusion topics. This consists of a cross-functional team, which also includes a person from the Communication team. This ensures that there is extreme attention to the messages that are disseminated, so that they reflect inclusive and caring language. Also, precisely because Bitron cares so much about this aspect of value, targeted training has been provided for all employees entirely on DEI, such as recognizing BIAS. In this way we want to give a clear message to all our people: the importance of respecting everyone, also expressed through concrete actions, the right language and communication.