As we discussed Monday, the first step towards a strong internal brand is C-level support. Top executives must be responsible for driving the brand message internally and consistently over time. Wondering how leaders at your company can demonstrate brand value to employees?
Just as you would externally, launch an integrated internal campaign that enables leadership to communicate effectively with every employee on an ongoing basis. Here are two ways to get started:
Kick off with a series of brand road shows, during which leadership visits all facilities and departments to discuss brand promise. This is one of the most important and effective ways to build brand awareness and commitment among employees. It’s the perfect time to help each employee understand the crucial role he or she plays in delivering the brand to the public and get them excited about doing so.
Putting leadership face-to-face with employees in an effort to create excitement for the brand can be very effective. Leadership is seen as an evangelist for the brand, which in turn creates brand disciples.
Once management starts communicating with employees about the brand, it’s important that they don’t stop. This doesn’t have to happen all the time, but it does have to be consistent. A company leader could speak at quarterly meetings to encourage ongoing brand commitment, and an internal newsletter should be created and maintained. The newsletter should be developed with a dedicated focus on brand promise, getting employees to rally around it, and tips to make it paramount in everyday work.
Image via (cc) tec_estromberg
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