A primer on internal branding

A Primer on Internal Branding

September 2014

Strong brands bring big benefits

Bra

nd

Att

ribute

sDifferentiationRelevanceQualityPersonalityValueConsistencyCommunity

Busi

ness

B

enefitsPrice Premium

LoyaltyMarket ShareAdvocacyBrand ExtensionReputation HaloRecruitment

Brands from concept to reality

You’ve done customer research. Looked at the market. Come up with a smart strategy to define, clarify or update your brand. NOW WHAT?

Even the most resonant, compelling brands must get from concept to reality. Brands need to become credible and real in the minds (and hearts) of consumers through execution. Though logos and ads are nice, you need to actually deliver on the brand promise to build equity.

And that’s requires more than a marketing plan….

Our premise

A brand promise, or identity, cannot be credible – and become real – without the support and dedication of your staff. Employees ultimately are the brand - whether through their products, behavior, commentary and/or field service.

Making your brand a reality…

HOW do you deliver on your

(new) brand promise?

Making your brand a reality…

How do you deliver on your

(new) brand promise?

EMPLOYEES

Use a holistic, strategic approach

Proactively look at all the factors that shape your

employees’ ability and willingness to deliver on the brand promise. Then make sure your activities at these touch points are relevant,

aligned and effective.

Requirements of internal branding

Informed

Trained

Supported

Motivated

Employees need direction and support…

…before they can deliver on the brand promise

Put another way…

Inform

Brand

Culture

Purpose

Market

Train

Work Requireme

nts

Products/Services

Roadmap

Strategy

Support

Tools

Training

Coaching

Collaboration

Motivate

Incentive/Recognition

Mission/Values

Leadership

Participation/Dialogue

Are these employees “on brand?”

Branding from the inside out

Brand

DNA

Consumer Insights

Market Trends

Competitive

Landscape

Employee Insights

Ideally, a brand identity should be shaped not just by external market research and planning, but also by internal realities like company culture and employee insights. The best brands reflect

and reinforce their company’s workplace culture.

The gap between ability and desire

Employees being able to deliver on the brand promise is the price of entry. Employees being motivated – even passionate – to live the brand is the real goal, and a much higher bar. That requires sustained employee engagement: alignment, productivity, passion and loyalty.

Strive for employee advocacy

Customers won’t believe in your brand if your employees don’t… Believe in it Act on it Talk about it Promote it Defend it

Mobilize your employees to be your brand ambassadors

The ultimate goal: Engagement

Engaged employees are: informed, motivated, productive, loyal, even passionate

(Happy) employees can also be very effective advocates for brand, company

Key engagement metrics include: Alignment with manager Satisfaction with job Likelihood to recommend

job Intent to stay or leave

Internal Branding services

Executive Coaching

Advocacy Programs

Brand Workshops

Internal Campaigns

Training Modules

Incentive/Recognition Programs

Organizational

Assessments

Orientation Programs

Employee Surveys &

Audits

Questions or comments?

bernie@thintwicecommunications.comwww.thinktwicecommunications.com

512-897-7359