Internal Brand Management: How to Make It Thrive

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Internal Brand Management: How to Make It Thrive

Promoting your business starts from the inside

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Even though it might not sound like the most exciting job in the world, working on your brand and making it recognizable is something you simply have to do. After all, this is what’s going to make or break your company, and it’s a way to make your products, your services, and your good stand out. The same goes for your employees, which is why working on internal brand management makes a lot of sense. Creating a positive brand message might take some time, but it’s definitely worth all the time and energy you’ll invest in the process. With this in mind, here’s what you can do to internally develop your brand.

Work together

Typically, everything regarding your brand image and your marketing strategy is handled by your marketing department, and that’s just the way things go. However, when it comes to internal brand management, you have to include other parts of your company as well. Namely, the internal communicators are crucial in this aspect, and you need to encourage these two teams to work together. Everyone in your company should be a part of this project, and everyone’s voice needs to be heard. Getting your staff involved in the branding process could take a while, but this is ultimately a great thing for your company and your brand, so it’s a win-win scenario for your company.

Talk to the frontline staff

This is another unusual idea that might seem strange at first but actually goes a really long way. Very few companies take their frontline staff’s opinion into consideration, although almost every company employees this sort of staff. These are the people who are in direct contact with the clients, users, and buyers, and therefore know what the general public thinks about your brand. This is why their opinion could mean more than you’ve realized, and you have to take it into consideration. This is basically your free input into the minds of common people, so talk to your frontline staff and listen to what they have to tell you.

Insist on your brand wherever you can

This idea might seem too intrusive at first, but you need to remember that it’s one of the best ways to take your internal brand management to the next level. Insisting on your brand colours, your logo, your tagline, your mascot, and other elements of your brand literally wherever you can is a must. This goes for every inch of your corporate space, from your reception to every employee’s desk. Little by little, you’ll notice that your internal branding process is getting stronger and stronger because of those things, and that’s something all companies want.

Be creative

Of course, shouting your company’s slogan or showing everyone your logo isn’t enough, and you need to be creative and subtle when promoting your brand. You need to get your employees’ attention, but still not bore them to death with your brand message. Being creative means thinking outside the box and looking into interactive solutions that make a lot of sense. From promotional videos and internal launches to desktop alerts, screensavers, reinforcement messages, and promotional posters – these are the things that will make the biggest difference in your internal branding process. Going by what a current master’s degree in design management teaches, design is a pivotal strategic tool when it comes to innovation and change, owing to its tremendous potential to offer co-creative solutions that spontaneously meet the needs of the brand.

Discover your heroes and celebrate them

You shouldn’t forget that internal branding is all about the individual. That’s why companies come up with different ways to find out which employees have understood the internal branding struggle in the best possible way and then celebrate their efforts. There are lots of ways to reward your best employees, and don’t forget that this is a great way to boost their motivation to work even harder in the future. It’s also a way to motivate other employees and make your brand even more recognizable. Sometimes even a small gesture as, say, a portable air conditioning hire when the weather is hot can show your employees that you care for them.

In the end, internal brand management is all about promoting your business, so be prepared to direct your energy toward those people who do the most for your company. Once you do that, be sure to give credit where credit’s due – it will ultimately benefit your company, so it’s a great thing for you and your employees.

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Written by LillianConnors

Lillian believes that the question of business goes far beyond the maximization of profit through different money-grabbing ploys. Instead, she likes to think that ethical principles should be at the core of every commercial venture, paving the way for much more balanced distribution of wealth on a global scale. As a seasoned business consultant, she tends to advise her clients to always focus on sustainability, rather than on some questionable get-rich-fast schemes.

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Ian
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Ian

Great post Lillian! I especially agree with getting your internal staff involved with the branding process. I’ve re-branded companies a couple of times in my career and this is SO important and usually flies under the radar as an afterthought. Involvement = engagement and ensures everyone in your company will maintain the brand! Congrats on your first post, can’t wait for your next one!

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Swetha Sundari

Hey, Great article btw, there is a misconception branding is only for consumers and the only purpose is to increase visibility, those myths were only that. This is a great way of communicating with all of your stakeholders and your article is an absolute delight.