What is internal branding?

Did you know that 54% of people doubt how credible you are as a brand? Many companies have very nice brand promises and do not live up to these expectations. Your image is determined by the image of your target groups. This creates, among other things, what you say and how you say it. Your colleagues play a crucial role in this. They bring your brand to life in their daily activities. From purchasing, to sales and the service department. 

What does an internal branding strategy yield:

• Give direction to the organization
• Committed employees
• Increase brand Impact

The aim of Internal Branding is that the brand will live internally. At different times, this means investing heavily in explaining your brand strategy to colleagues and giving them the right tools. Below you can read a number of tips to get started.

1. Ensure support from management
   Your brand strategy is a derivative of your business strategy. But unfortunately almost 70% of the managers do not see what the strategic value of a brand is. It is essential that top management understands and supports the strategic value of the brand. Coordinate desired marketing investments and objectives. And involve them substantively in the creation of the mission, vision and brand values. Internal branding will only fly if it becomes an integral part of the management agenda.
2. Involve your colleagues in the brand program
   Update your colleagues about the brand process. What does this mean, why do we do this, what are they wearing? An important part of the creation of your brand strategy is an analysis of your current brand identity and the brand play field. What is the historical power, the mission and vision. But also: what are customer needs, competitors and relevant market trends. Your colleagues are a source of information. Join a board meeting, keep interviews, join a sales conversation, listen to the service department. And important: use valuable information in your process and also withdraw this.
3. Just kick off!
   Organize a moment when you update everyone of the plans. Involve management, shows that they are part of this process. Explain the brand promise and values ​​and present the visual identity . Do this in a creative way, make it tangible. Make sure that everything can be found in an online portal with brand guides or another brand document. Also with practical tips for use in their daily communication with each other and (potential) customers.
4. Make your colleagues ambassadors
   An ambassador to your company is an employee who is a fan of your organization and also promotes that outside. This is also called Employee Advocacy . Such a colleague who enthusiastically shares your brand with the outside world is very important for your company. They can do this on birthdays and parties, but also by posting and sharing updates on personal social channels. They also play a role in all external communication with (potential) customers, suppliers and partners. As a motivation you can reward fanatic employees. Call someone every month as top ambassador of your brand. 
   
   
5. Activate and live the brand
   use internal communication channels to activate the brand. An email signature, internal mailings, Microsoft teams background, decoration of the property, employment contracts, staff party. Take action after the kick -off. Bringing the consistent attention to the attention is of great importance! 
   
   
6. Share the results
   as a better motivator than demonstrable results. Show your colleagues what their efforts make. For example, make an infographic monthly with figures about social media followers and customer satisfaction, of course depending on your goals. Spread it via email or hang the image in a central room. Use it as an update in a monthly or quarterly meeting.
   
   
7. Working together with HR
   A collaboration is needed between marketing and HR. Internal Branding is a must for determining your employer branding  strategy, which as a primary goal has to position the organization externally as an attractive employer, so that your colleagues retain and attract new employees. It can already start with good recruitment and selection of new employees. A clear vacancy page and appropriate vacancy texts can ensure that you bring in people who match the organization. In addition, you can have the explanation about the brand, to be part of the onboarding process or training period for new employees. Let your new colleagues experience your brand and not just hands over a document.

Increase brand Impact

To make a real impact with your brand, a strong internal branding is indispensable. It takes time on construction and a strong brand, but when the foundation is sturdy, your employees will be invaluable for the growth and success of your brand.

We are happy to advise you with a suitable internal branding strategy as part of your brand activation . Feel free to contact us.