Making your brand work successfully requires your internal communications to be as in-keeping with the business values and standards as your external communications.Employees should fully understand and embrace brand values in order to be consistent with your customers. Messages that communicate and reinforce these values should be of a consistent tone of voice and be synonymous with your corporate identity.
Your internal communications need to inspire employees and should be relevant to them. Where possible, involve your employees in the process of creating the internal brand – when they are involved, they will be more likely to embrace it and uphold it.
Regularly survey your employees to gather their opinions regarding the values they see as the most relevant and successfully represented to your customers and prospects. Make these surveys simple and easy to partake in. Digital surveys would encourage maximum participation and make the process less cumbersome than the typical paper-based approach.
The objective of internal brand communication is not simply awareness, but to inspire and evoke an emotional connection with the internal brand and the company itself.
Interactive screensavers, desktop wallpapers and branded stationery and office equipment can be a good way to bring the internal brand to life and can add an extra-sensory aspect to the business.
Social media can also be used as a crossover for internal and external communications, allowing your customers a small glimpse into the inner workings of your business. However, this must be regulated and managed or it will become counter-productive and can deter your prospects.
All areas of the organisation should support your internal brand proposition and deliver upon its promises. Internal branding cannot simply be a hollow marketing campaign that is never followed through or implemented fully.
As well as brand managers and in-house marketing teams, all top and mid-level employees should make use of their positions as an important channel for internal brand communications and can enthuse employees to embrace and embody your brand’s values.
Brand managers should recognise the necessity to not only maintain and track external brand awareness and perceptions, but apply the same approach to the internal brand with employees. Measurement should come in the form of survey results and can help determine how well an internal brand is being implemented and where communication needs to be improved.
One of the biggest mistakes your company could make is to think that brand communication is just a marketing exercise or IT team matter.
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