Internal branding is about connecting employees with your external brand showing them what that brand means to them and ensuring they understand and really live the company mission. An internal brand is a set of qualities and values that influences how a company’s external brand is lived up to within the organization internal brand values may include such elements as integrity, service, teamwork, flexibility, an energizing environment, continued learning, collaboration, work-life balance, flexibility, and so on. An internal brand should align with and support the external brand, but it has a separate mission: to build a culture that engages employees and motivates them to deliver on that promise one without the other is like revving up the crowd but skipping the locker room pep talk.
The goal of an internal branding campaign is very similar to that of an external campaign: to create an emotional connection to your company that transcends any one particular experience.
Use your internal brand communications tools to drive a shared definition of the brand idea get everyone to articulate how their role delivers that brand idea give the external and internal brand story equal importance to the consumer experience you create for your brand. Both internal and external branding investments can be very large a full in-house creative group requires significant funding, in terms of budget for employees, benefits, office space, ongoing. Internal branding: internal branding is the set of strategic processes that align and empower employees to deliver the appropriate customer experience in a consistent fashion these processes include, but are not limited to, internal communications, training support, leadership practices, reward and recognition programs, recruitment practices and sustainability factors.
Even in the employer brand industry, new business models are launching which reduces the time to audit and develop an employer brand strategy in half simply by using smart technologies to collect internal and external insights compared to the traditional cumbersome face-face focus groups and leadership interviews.
Internal branding rarely gets the attention of external branding, yet it plays a crucial role in business success internal branding can help you translate the elements of your brand into physical employee behaviors. A colleague of mine is a cmo for a multi-billion dollar technology company, and we talked about the piece interestingly, with this of a global size firm, i assumed internal branding and communications was a given. • internal branding follows a sequential process through which employees achieve internal brand success there is a difference between communicating a message, getting it understood, and changing behavior.
Why internal branding is as important as external branding if not more published on october 28, 2014 october 28, 2014 • 67 likes • 7 comments.