Internal Branding: Why Your Company Should Prioritize It
Many companies spent millions of dollars and countless hours perfecting their brand, creatives, digital marketing, and audience. In all those efforts, they usually overlook the most crucial aspect - internal branding.
Yes, your employees are the core of your branding efforts.
Most companies think that communicating with their employees like bulletin boards, notes, and company newsletters is enough for creating a positive internal brand. Well, it's not enough.
Today I'll discuss internal branding in detail - what it is, how internal and external branding is interlinked, and much more.
Let's dig deep!
First, What Is Internal Branding?
Internal branding is the process of educating your employees to deliver your brand values, products/services, and procedures properly.
According to Businessweek, internal branding is a continuous process in place by which you ensure your employees understand the 'who' and 'why' behind your business proposition.
The idea behind internal branding is to earn employees enthusiasm by creating an emotional connection with your company.
Employees who believe in what you believe is are more likely to increase productivity, communicate with enthusiasm with customers, and eventually become your brand ambassadors on social media.
Why Care About Internal Branding?
When your entire staff is moving in the same direction, it will result in yielding desired outcomes, such as:
Build a trustworthy relationship - Your employees are the most trusted source of insight when it comes to your brand to outsiders.
About 84% of people prefer friends, family, colleagues recommendation over other forms of marketing.
One of the research showed Brand messages reached 61% more effectively when shared by employees as compared to sharing it via social channels.
With all the perks of internal branding, it is also quite challenging to make your employees feel connected to their work, company, mission, and vision of the brand.
How To Get Started with Internal Branding
Like every other relationship, internal brand adoption doesn't happen overnight. It takes both time and effort. Start with a strategy, list down how you can improve upon the challenges your company is facing internally.
Keep internal marketing goals in your mind - and transform employees into willing brand advocates.
Here are three ways you can boost employee engagement
#1 - Align Your Employees With Company's Value
Internal branding bridges the gap between the company and its employees. The more informed your employees are with your brand guidelines and overall goals, the better they will represent your brand.
On average, every employee spends 2.5 hours a day searching for information.
#2 - Engage Your Employees
The best way you can approach a quality internal brand when you start engaging your employees. Ask for the feedback, be open to criticism, and get their input in defining and shaping your brand.
Using open discussion forums, focus groups, and Q/A sessions, you can provide your employees with a sense of ownership that will boost engagement.
#3 - Give Your Internal Brand An Identity
Your brand identity is reflected from your logo, font, colors, tone, tagline, look, and feel. You can do the same for your internal brand and translate that meaning into the everyday roles of your employees.
While designing, it's vital to align your internal brand with external. That connectivity will help your employees understand how the two relate and ensures integrity efficiently.
For example, if your company's goal is different for its customers and different for your employees, that will create a sense of confusion with your company's purpose and direction.
So, it's essential to give your internal brand identity and align it with your external brand.
When your employees believe in your brand and engage in your company leadership, they generally are going to be motivated about their work. Additionally, they are more loyal to your brand and are more likely to be influential marketers and sellers, spreading your brand message efficiently.
This is the reason that you must have internal marketing and strategy of your company in place. If employees are unaware of their company's goals, values, products/services, and objectives, there is a massive gap in effectiveness with customers and prospects.