Skip to main content

What is Internal Branding?

Internal branding is the active management of the company culture within an organization. The company culture might be where employees become more customer focused and more business focused. Internal branding is an organized, communications and behavior driven process, which leads to the desired brand identity.

Here are 5 steps to build a strong internal brand

1. Develop 3 to 7 Company Values

Company values represent to core of your business.  These values are the reason the customers trust you and buy from your company. The best way to develop these values is to work with the executive team and revisit the reason why the company is in business. Revisit the vision and the mission statement and carve out the essence of your business. 

2. Create Effective and Attractive Visual Touchpoints

Communicating the company values properly is as important as creating them. Don't stop after you created the company values and expect that everybody will start living by them. By creating visually attractive designs you remind people of these values is crucial. Then display them in common areas like reception desks or hallways. Doing a Google search for "company values reception" you will see some examples:

3. Create Meaningful Company Traditions and Events

When I worked for one of the big 5 consulting companies I was asked to name all seven company values during each annual review with my manager. Today, I know this was not so much to evaluate my loyalty to the company but rather more to measure how effective the company's internal branding works. 
The company organized team events like leadership and management training events led by professional motivational trainers, and they organized team events like chartering a large sail ship and inviting the entire crew from one office location.

4. Encourage 

Encourage your employees to live these values in their everyday work and even carry them to your clients and customers.  

5. Revisit the values periodically and align your strategy 

The best time to revisit your values is during the annual brand audit. Vision, mission, and values are part of the first brand audit process step. 


Comments

Popular Posts

12 Lessons Learned From Steve Jobs

The day after Steve Jobs died, Guy Kawasaki gave a talk at the Silicon Valley Bank’s CEO Summit. After watching his speech I felt that many of his lessons really touch on doing great branding, so I  summarized these 12 lessons in this post.
Experts are clueless, don't listen to them if you want to create a new product sub-category.You cannot ask customers what they want if you plan to develop a new sub-category. They will think status quo and just try to improve the existing products marginally. The biggest challenge will win. Challenge your team to make big jumps, they will pay off. Design truly counts, use big graphics and big fonts.Jump curves from one product cycle to another and don't follow one to the end. His motto is Change or Die. It is important to make big inventions – make products not twice as good but 10 times better. Think telegraph to telephone. All that really matters is if it works or not.Real entrepreneurs don't compete on price. (Price vs. Value)  Value…

Forbidden Branding

I grew up in Europe in a country next to a very small republic called "German Democratic Republic" GDR. There was nothing democratic about that country, it was a dictatorship and economic development was non-existent. 
Because we had relatives in the GDR my family was allowed to visit once a year, so we crossed the Iron Curtain a few times before and after The Berlin Wall came down. The city we went to is called Jena, a small town located about 100 miles south of Berlin. 



What I witnessed then left a deep impression on me. I was a teenager at the time and I only understood later what I saw then: a country where brands had been completely suppressed

This experience has given me my motivation today to help businesses distinguish themselves and create value for their customers. This is what branding is all about: being unique and creating value. Can you think of brands that fall into this category? You might wonder how your brand compares. 

Building a unique and valuable brand is…

3 Steps to Re-Branding Your Company

Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand?

What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company:
Research how people see your brand by looking at your Brand Image.Review and re-define your Brand Identity.Hire a graphic designer to create your Brand Persona…