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Tips for Building an Internal Brand

Branding goes both ways — there’s the outward-facing image of your company, which consumers see, and the inward-facing image, which employees see. And just as a good external brand is carefully designed to appeal to consumers, a good internal brand will be carefully designed to excite employees.

Why Internal Branding Matters

Internal branding is all about building stories for your employees about your company’s products and programs — and even about the company itself. But why is internal branding such a good idea? Well, when employees have a better grasp of the brand they represent, a company will benefit from:

  • Increased adaptability. Having a clear image of your brand in mind can help employees quickly develop new products and programs, or adjust old ones to changing market circumstances.

  • Refined messaging. A strong internal brand can finetune both internal and external messaging, helping employees and marketers zero in on what makes your company unique.

  • Passionate employees. If an employee has a good understanding of what their company stands for, they’re more likely to develop a deeper connection with it, increasing their job satisfaction.

How to Build an Internal Brand

Building an internal brand isn’t some super mysterious process, but it can still feel counterintuitive. Here are some key tips to keep in mind while building your internal brand.

1. Start with the perfect mission statement.

When it comes to visualizing your company and what it stands for, there’s no better starting point than your mission statement. A well-written and carefully considered mission statement will help define your values and goals, making sure every employee, from fresh hires to the CEO, is on the same page.

2. Involve employees in the process.

As you’re developing your internal branding, it’s a great idea to include your employees in the process from the very start. How do they envision the company’s brand? And how might they like to see it change or evolve? Asking your employees for their feedback and ideas can also create a deeper feeling of investment in the brand and its success.

3. Make sure the internal and external connect.

You’ve probably got a clear idea of what your external brand looks and feels like, whether that’s a stunning logo, a distinctive color scheme, or a fresh messaging campaign. Obviously, you’ll want to avoid internal branding that feels disconnected from your company’s external face, as that can lead to confusion among your employees. Instead, consider tweaking your customer-facing content to provide a unique employee-facing experience that offers continuity and a feeling of ownership.

4. Spread the word.

Once you’ve started developing your internal brand, you’ll want to find a way to communicate it effectively in-house and ensure every employee understands your brand. That might be as simple as starting a company-wide newsletter, or you might choose to adopt employee advocacy software. Either way, making sure your internal brand touches every part of the employee experience is key.


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