If branding is about perception and ‘the experience’, then you need to get your employees on-side. They are an influential audience and a vital connection between the company and your customers. The opinion of those who live and breathe the brand each day matters a lot, but in your company does the reality reflect the promise, or are the brand values just empty words?
Building a team of brand advocates
If your employees believe in the brand, then the outside world will sit up and take notice. A strategy that focuses on company brand building will achieve the buy-in and support you need. And we’re not just talking about your marketing teams – you’ll want the CEO, directors and other departments to be on board too.
Elevating your internal branding to a higher level
Understanding your brand
If you don’t have one, we’d recommend you create an online brand book for your employees. In just a few pages you can explain what the brand stands for, how its values should be communicated and why consistency is important. By positioning the brand as a creative and business asset, its value to the company will be understood and recognized by more people.
Making your brand accessible and inclusive
When your employees believe in the brand, this positivity will be communicated to customers and the outside world. So, make internal marketing your priority. Create a dedicated employee portal, use emails and newsletters to tell staff about new campaigns and marketing success stories, and explain how branding can support the work of human resources and sales departments.
Rigorous brand building
Achieve maximum impact by aligning your employees with your brand.
Create a company culture that prioritizes employee engagement.
Establish a fully inclusive, company-wide single message approach.
Sends out a positive message that your brand is trustworthy and reliable.
Employees buy into brand values and communicate this to customers and prospects.