If you’re leading the charge on internal branding at your company, igniting management’s support should be simple. As we discussed last week, that’s the first step. However, getting your employees committed to the internal brand can be a bit more challenging. For a successful campaign, key personnel in every department have to be on board. Wondering how to spread brand promise to staff members in accounting, customer service and human resources? Today, we’re sharing a big piece of the puzzle.
As you shape your internal branding campaign, keep this in mind. If it’s presented as an initiative, it will be viewed as momentarily important but not fundamental to daily activities over the long term. Employees must develop a deeper understanding of the brand, the company’s overarching vision and how it plans to get there. Most importantly, they must understand their own role in reaching those goals. Once you build a platform on the company’s mission, you can help employees incorporate brand promise into every customer touchpoint. After this education and support, they’re more likely to make it a daily habit of their own.
The best way to get your employees on board with the brand is to develop clear understanding of company vision, give everyone a role to play and emphasize long-term brand integration. Without careful attention to these steps, the “brand” can easily be perceived as a series of posters, workshops or videos – in other words, just another motivational “program” rolled out by management to boost morale. To avoid this, show employees that your brand is indeed a way of life.
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