Before you can establish a brand that your consumers will love, you have to create a good culture within your company. A successful brand begins internally and starts directly with its employees. Internal Branding is just as important as the external brand you put out for your customers, and they should flawlessly flow together. Making sure your employees believe in the company and everything they stand for is essential for building a positive brand image.
What is Internal Branding?
Internal Branding is a strategic measure to enable and motivate your employees to not only keep the brand promise but to “live” it. Employees have the greatest opportunity to shape your company because they work directly with your customers and the outside world.
When companies ignore or minimize internal branding and communication, their marketing efforts can become compromised. A strong internal branding effort strengthens the company from the inside out. It gives employees the tools to communicate effectively to the market on an ongoing basis.
Reasons for Internal Branding—
Increases Employee Retention
Embracing Internal Branding can transform productivity and customer experience in one fell swoop. The quality of your internal culture directly impacts your company’s ability to deliver outstanding customer experiences. When your employees feel appreciated they will want to work to the best of their ability for you. If an employee doesn’t feel respected or appreciated, they won’t want to stay. Creating a strong culture through internal branding will allow your team to experience an authentic employer brand that increases engagement, satisfaction levels, and loyalty to your company.
Increases Engagement Within the Company
Having employees that are happy and engaged with your company sparks productivity, enthusiasm, and rises profitability. If you’ve ever been to a company event where people don’t show up, you know how discouraging it can be. Proper internal branding will help increase engagement with employees. This is done by taking surveys, holding town hall meetings, training sessions, rewarding employees for hitting goals, and coming up with a performance development system.
Separates Company from Competitors
Setting your company apart from its competition is key to surviving as a business. If you aren’t standing out, why would a consumer choose you versus a competitor? Internal branding can be the factor that makes your company stand out over all other companies in your industry. As customers look at the vast choices of products and services available today, few truly stand out. What are the authentic differences between the many companies and yours? If your brand is positioned similarly to others, it’s time to rethink both your brand positioning and internal branding. Stand out and don’t bore your customers with the same branding they get everywhere else.
Employees Become Brand Ambassadors
One of the best ways to engage your employees is to involve them in your brand. With your employees on board with your brand, you will have more manpower to market your brand’s story. Employees are key to making sure your customers understand and support your brand as a whole. When companies keep branding activities for only those working in marketing, they miss out on a powerful tool for bringing together the company. If you treat your employees as brand assets, you will start to build a community of brand ambassadors — and that’s a force to be reckoned with.