Internal branding can be termed as a cultural shift within an organization, where the employees focus more on the customer and the business. This is achieved by an organized, communications and behavior driven process which leads to a desired end state.

It is important for every single employee to understand what job behavior you expect from them, and how they contribute to the company’s success. Change-management programs thrive only when employees at all levels share the will and the skills to change. The behavior you expect from them should be reinforced and should be in tune with the firm’s HR policies, internal communications and corporate marketing efforts and strategy.

Positive internal branding drives huge benefits for the company. The more knowledgeable, convinced and supportive your employees are, the faster you can implement change. Change that is accepted by the workforce is sustainable saving saves both time and money.

When a company’s employees understand how they operate and make money they perform better. Committed employees provide stronger performance and higher customer satisfaction.

Successful internal branding boosts brand equity, customer focus and ultimately shareholder value.

Key elements for successful internal branding

• Internal branding should be a process driven, long-term proposition.

• Internal branding follows a sequential process; through which employees achieve internal brand success.

• Senior leadership participation and involvement is essential throughout internal branding process.  

• Have a clear vision and purpose of the company.

• Set clear objectives and well-defined roles and re-examine them throughout the process.

• Assign dedicated people to internal change communication and internal branding.

• Perform an audit of the employees understanding of the business objectives and strategy so you can address areas that they don’t comprehend.

• Effective internal branding enables employees to change their behavior and support the organization’s goals. As a result they should receive recognition & rewards and positive reinforcement for changing their behavior.

• Know the importance of the customer and all their points of contact with your company: call and service centres, sales associates, statements/ invoices, advertising and more.

• Align your brand externally & internally. What is said externally should be the same you say/do internally.

• Participation, consensus and employee dialogue is important. They work better than edicts and policies that travel down the hierarchy.

• Have “Brand Ambassadors” from all levels of the company to promote the brand internally through experiential communication.

• Obtain metrics and measures before, during and after program implementation. Study your employees regularly and track their progress over time.