Nowadays, companies both large and small are focused on developing their brands. Branding is one of the most efficient marketing strategies because it gives a unique aspect to businesses and helps them stand out on the overcrowded market. In addition, brands form special kinds of relationships with their customers that fosters loyalty and engagement.
In any event, companies that develop a brand are mainly focused on how they’ll tailor their messages to the audience and what their brand image will be. Every detail is, therefore, covered ranging from the color scheme to the tone of voice and brand personality. However, one of the more important factors that almost always neglected or completely forgotten is internal branding.
Even though branding is a strategy designed to capture and hold customer attention, it’s also very important to ensure that the company staff understand a brand they’re working for, as well as understand its messaging, product, mission and core values, among other things. That’s what internal branding is all about. With that in mind, here are a few ways to implement internal branding.
Develop core values and company mission
Core values and a company mission are essential aspects of any brand. They give your brand a sense of purpose and a way to move forward. In addition, a company’s mission and core values are what helps customers relate to your brand.
However, your employees need to be aware of these values and mission so that they can understand the purpose behind their actions. That’s why it’s important to develop such a mission and values, as well as incorporate them into your company’s culture.
When a company’s culture is consistent with branding effort, it will create an environment that fosters employee productivity, engagement and motivation. Simply put, everyone will be on the same page while contributing towards the common goal. In addition, by communicating core values to employees, you help them develop a mindset that’s synchronized with your branding strategy.
Engage with your employees
Developing an internal branding strategy is not easy, especially when you’re attempting to inform and educate your employees. However, developing an internal branding strategy is not like developing an external one. In other words, you don’t have to worry about choosing the wrong approach that won’t sit well with your customers.
That being said, if you want a successful internal branding strategy, then don’t hesitate to ask your employees for feedback. Internal research can give you a perspective on how your employees feel about the whole branding thing and what their opinions are. This will help you improve your efforts and deliver value wherever possible. Simply put, you engage your employees so that you can help each other the best way possible.
Make internal branding consistent
Once you start with your internal branding strategy, you simply cannot abandon it after a while the same way you cannot stop communicating your messages to customers. Brand consistency is essential both externally and internally. Employees will lose trust in the brand if you’re not consistent just like your customers will do the same.
That’s why it’s important to ensure that doesn’t happen. Otherwise, your internal conflict may reflect on your outbound efforts. Fortunately, there are various ways you can maintain a consistent internal campaign. As an example, you can automate the employee payroll process and provide them with personalized payroll cards that will remind them of your brand and its mission.
In addition, you can customize the office space to suit that of your brand visual hierarchy. That way, you’ll show employees that you’re consistent and serious about your branding strategy. Last but not least, develop an onboarding process for new employees that’s consistent with your internal branding strategy. That way even the new employees will be able to adopt your company culture with a brand mission in focus.
Make employees brand ambassadors
As you may already know by now, employees are a crucial factor for both internal and external branding efforts. By communicating with your employees regularly and by empowering them you can turn employees into powerful brand ambassadors.
You can achieve this by establishing a clear line of communication that will foster an open-door environment between managers and employees. That way any issues can be easily resolved and improvements can be made almost instantaneously. What’s more, make sure you recognize employee hard work and that you show appreciation for it. You can also provide incentives and rewards that will motivate and encourage employees further.
Once they become brand ambassadors, your employees will help out immensely both with your outbound messaging and with helping new employees integrate themselves into your company’s culture. From that point onward, it will become much easier to maintain a strong brand presence both within your company and on the online market.
Internal branding is often neglected even though it’s just as important as external branding efforts. If you want to develop a successful brand that will grow and develop further on the market, you mustn’t forget or neglect to implement an internal branding strategy.
Guest Poster – Elaine Bennett
Elaine Bennett is a digital marketing specialist focused on helping Australian startups and small businesses grow. Besides that, she’s a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more entrepreneurs and help them on their business journey.