On Friday, we kicked off our series on internal branding. While many companies recognize the value of a strong brand, their focus is usually external. They often overlook the critical role employees play in shaping relationships with target audiences. Advertising and external communications are an important piece of the puzzle, but building strength internally helps companies make the most of one of their greatest brand assets — their people!
Every company’s goal has something to do with increasing the bottom line. To do that, they often look outwards, but the greatest impact requires a shift in thinking. Yes, customers lead to sales, but first, employees lead to customers.
The process employees should be led through goes something like this: start with general awareness, move towards acceptance and personalization and end with authentic advocacy.
You might think internal branding sounds like a great idea but feel unsure about where to start. You understand that employee advocates make every customer touchpoint an expression of your brand promise, and that employees with a strong connection to the brand stay longer and work harder. On Wednesday, we’ll discuss the first step to a strong internal brand: C-level support.
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