Internally rolling out your brand: Top 5 Tips
A strong brand message must be built from the inside out. If your internal team doesn’t embrace the brand, customers never will. Keep the following in mind as you think about internal branding:
- Begin with input from your employees.
Your employees are your greatest resources. They are a vital source of insider knowledge and authority about your company. Use surveys, focus groups, and interviews to understand what works, and what doesn’t. Not only will you learn, you will ensure your employees are partners in the process and help mobilize internal advocates as you negotiate spheres of resistance.
- Timing is key.
Internal alignment is always vital, but there are moments when a new initiative can be most effective, particularly around points of restructuring or merger. A clear internal message can neutralize friction around pre-existing brand values and ensure a smoother transition.
- Start with the story.
Design your approach like any marketing initiative. Underscore the values. Bring employees in by persuading and informing. Don’t overwhelm with detail. Connect to your company’s history and the roots of the brand to personalize the story and allow them to play a role in the company’s history and future.
- Get your employees on board and keep them there.
That may mean a big company-wide announcement or brief training sessions. Keep the groups small and the message consistent so that everyone understands the experiences and values of the brand.
- Know when to stop talking about changes.
Successful internal branding is a journey, not a one-and-done activity. But after the initial period of change management, ensure that the brand becomes a part of everyday working life rather than forever being communicated in the context of change or transition.
As you consider your marketing strategy going forward, how will you give your employees the tools to live the brand?