8 things you should know about internal branding
- Strong brands are built from the inside out
Always make sure the foundation of your organization, its overarching goal and the road that leads to it are clear to all your employees. Only then will you be able to communicate with the outside world cohesively, consistently and, most of all, reliably.
- You cannot force an identity on a brand, if it does not match its properties
Stick to what makes your brand unique. Be authentic, and stay away from cliches and sarcasm.
- Internal branding
is a necessary step towards differentiating yourself from your competitors.
- Let your employees be your brand ambassadors
A good internal branding strategy will transform a company’s employees into the best, most reliable advocates of its brand; they will represent it proudly during routine business, when working with clients and even in their own social circles.
- Help your employees identify with the organization, and have strong emotional ties to it.
To achieve this, make sure your employees have an in-depth understanding of the values and messages your company is founded upon.
- One company, one language
When all your employees, from production line workers to secretaries and senior executives, speak and understand the same language, they gain a sense of pride and belonging. A clear, cohesive toolset will also help your employees communicate your branding to the outside world.
- Each employee is an embodiment of the brand
Transform your brand from a theoretical, abstract marketing slogan to a tangible, human entity that resides within each and every one of your employees.
- Uniformity, inside and out
Your internal branding must faithfully reflect your external corporate identity. Make sure the your brand values hold true for your company’s internal conduct. For example, if one of your brand values is “excellence”, address it within your organization by holding an internal “excellence campaign”, rewarding employees that excel in their work and so on.