We all know that branding is an important part of helping companies flourish. What we often don’t realize is that some of the best, most meaningful branding comes from within the company. Who better to root for your products and encourage others to see the value in your services than your own employees?
What is Internal Branding?
Internal branding is a process in which employees become more aware of the products and services they are selling and the types of customers who need them. Rather than simply showing up to work each day and moving through the motions, employees develop a deep appreciation for what they are doing, who they are selling to and how the products improve lives.
How Does Internal Branding Work?
When done correctly, internal branding has huge rewards. The best part about this type of marketing is that it’s cost effective and genuine. So often, businesses find themselves paying outrageous marketing costs for campaigns that feel artificial.
Internal branding comes from within your organization. When employees love your brand, they communicate it to others and attract partners and customers. This retains business and develops improved relationships.
How Can You Start with Internal Branding?
Like all meaningful relationships, internal brand adoption doesn’t just happen overnight. Let’s look at a few tips for adopting a strong internal brand strategy into your company.
Have a Clear and Consistent Strategy
Your brand needs to be continuously reinforced within your company. Thankfully, you have a few tools on your side to help you do this: social media, internal messaging and visual displays around the office. Demonstrate to employees what it is about your brand that makes you unique. Communication is key.
Provide Training Support
Have a formal training process that all employees go through when they first start at your company. This way, all employees receive the same information and expectations. Yet training shouldn’t stop there. It’s important to get employees together from time to time for training and motivation. Weekend retreats or workshops can serve this purpose and strengthen ties to the company.
Expect Leadership to Carry the Same Values
Company leadership plays a crucial role in how your brand is modeled. If you have managers walking around the office that aren’t displaying your internal brand, the cycle is going to be disjointed. People in leadership positions should be some of your strongest influencers so that this can be shared down the corporate ladder.
Hold Reward and Recognition Programs
There’s no better way to motivate employees than with a reward program. Brands that build their culture around helping each other do impressively well because what is good for each person is good for the company, and vice versa. Incentives might include corporate swag, a bonus, a paid day off work or a trip to lunch. These small and inexpensive gestures reinforce the brand-employee connection.
As you can see, internal branding is crucial for success. Leverage the tools you have available to help you improve your branding with the people that matter most. To learn more about hooking your employees up with amazing corporate merchandise, give us a call.
