Company branding is key to reputation management and building a brand begins on the inside, boosting employee satisfaction and productivity with internal communications. Companies devote huge budgets to brand products and services externally but the value of internal branding with employees and other internal constituents is an often overlooked factor in business success: A company’s workforce is the living embodiment of its brand in action. If they are engaged, they can bring the brand to life and deliver differentiated experiences in their every interaction with customers creating a virtuous circle between employees, consumers and business performance.
So what does Internal Brand Engagement actually involve? It’s about creating a faster employee understanding of how they can be ‘on Brand’ and maintain it long term. This enables organisations to respond to market conditions, competitor activity or customer needs swiftly, whilst holding true to its core brand values.
Big Yellow utilizes workshops and interviews, using unique emotional engagement tools and techniques to align key stakeholders (managers, supervisors etc) behind common brand values and behaviours. Alongside this, stakeholders are trained to empower staff to deliver brand values externally to customers, and to maintain the feel good factors generated by the initial engagement programme. Quite often we find there is a disagreement amongst members of senior management on what their brand actually stands for. This confusion will filter down to all levels of the organization if it isn’t addressed.
Successful Internal Brand Engagement means that employees clearly understand:
– what the organisation stands for
– what it is selling
– how its products/services benefit its customers
– what role the employees play in the success of the organisation
– where the organisation is going – its vision and its 5 yr plan
– what they need to do to be a part of delivering this
Effective internal branding brings huge benefits. Companies whose workforces understand how they operate and make money perform better. Committed employees provide stronger performance and higher customer satisfaction.
What do you think? Why is Internal Brand Engagement so often overlooked? Are you clear on what characterises your brand and what sets you apart from your competitors?