Internal Branding: Getting Your Team On Board

We often think of "branding" as something that is directed outwards, towards our customers. But some of the most successful brands in the world are built from the inside out. This is the practice of internal branding.

Internal branding is the process of ensuring that your employees understand, believe in, and are empowered to deliver on your brand's promise. It's about getting your team "on board" so that they become your most passionate and effective brand ambassadors.

If your own team doesn't understand or believe in your brand, how can you expect your customers to? A strong internal brand culture is the foundation for a strong external brand reputation.

Why is Internal Branding So Important?

• It Creates a Consistent Customer Experience: Your employees are the face of your brand. Whether it's a salesperson, a customer service rep, or a delivery driver, every employee interaction is a brand interaction. When your team deeply understands and embodies your brand's values, they will deliver a more consistent and authentic customer experience.
• It Improves Employee Engagement and Morale: When employees feel connected to a larger purpose and believe in the company's mission, they are more engaged, more motivated, and more likely to stay with the company long-term.
• It Attracts and Retains Top Talent: A strong internal brand culture can be a powerful recruiting tool. The best employees want to work for companies that have a clear identity and a positive, purpose-driven environment.
• It Drives Authenticity: When your employees are genuine brand advocates, your external marketing becomes much more authentic and believable.

How to Build a Strong Internal Brand Culture

1. Clearly Define and Communicate Your Brand's Foundation

Your team can't live your brand if they don't know what it is. The first step is to clearly define and communicate your brand's core principles.

• Your Mission, Vision, and Values: This is the "why" behind your business. Every employee should know your mission statement and your core values by heart.
• Your Brand Story and Promise: What is the story you are telling your customers? What is the core promise you are making to them?

This information should be a central part of your employee onboarding process.

2. Lead by Example

Internal branding starts at the top. The company's leadership must consistently model the brand's values in their own actions and decisions. If there is a disconnect between what leadership says and what they do, employees will quickly become cynical.

3. Empower Your Employees with a Brand Style Guide

Provide your team with the tools they need to represent the brand correctly. A comprehensive brand style guide that covers your visual identity, your tone of voice, and your core messaging is essential. This ensures that everyone is creating materials and communicating in a consistent way.

4. Recognize and Reward On-Brand Behavior

Acknowledge and celebrate employees who go above and beyond to live the brand's values and deliver on the brand's promise. This reinforces the importance of the brand culture and encourages others to follow suit.

5. Foster Open Communication and Feedback

Create a culture where employees feel comfortable sharing their ideas and providing feedback on the brand. They are on the front lines and often have the best insights into the customer experience. When employees feel heard and valued, they become more invested in the brand's success.

6. Connect Their Work to the Bigger Picture

Help your employees to see how their specific role, no matter how small it may seem, contributes to the company's overall mission. When an employee understands how their work impacts the customer and helps to fulfill the brand's promise, their work becomes more meaningful.

Conclusion

Your employees are your most important audience. A brand is not just a logo or a marketing campaign; it's a living, breathing entity that is brought to life every day by the people within the company. By investing in internal branding and building a strong, purpose-driven culture, you can create a team of passionate brand ambassadors who will deliver an authentic and exceptional experience to your customers, which is the ultimate foundation for a strong and enduring brand.