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Internal branding: the foundation for a strong brand

Internal branding is the internal positioning of your brand. The stronger your colleagues convey the brand identity, the more accurately outsiders perceive your image. The behavior of your colleagues can make or break your brand. In this article, we provide you with 7 tips to get started.
  • 3 minutes
  • November 3, 2023
  • Wendy Groenewegen

What is internal branding?

Did you know that 54% of people doubt how credible your brand is? Many companies have beautiful brand promises that they fail to fulfill. Your image is determined by the perception of your target audiences. This is influenced by what you say and how you say it. Your colleagues play a crucial role in this. They bring your brand to life in their daily work, from procurement to sales and the service department.

The benefits of an internal branding strategy:

  • Providing direction to the organization
  • Engaged employees
  • Increasing brand impact

The goal of internal branding is that the brand comes to life internally. This means investing significantly at various times in explaining your brand strategy to colleagues and giving them the right tools. Below are some tips to get started.

  1. Ensure support from management  
    Your brand strategy is derived from your business strategy. Unfortunately, almost 70% of executives do not see the strategic value of a brand. It is essential that top management understands and supports the strategic value of the brand. Align desired marketing investments and objectives. Involve them in the creation of the mission, vision, and brand values. Internal branding wil only fly when it becomes an integral part of the management agenda.

  2. Involve your colleagues in the brand process
    Update your colleagues about the brand journey. What does this mean, why are we doing this, and what's in it for them? An important part of developing your brand strategy is an analysis of your current brand identity and the brand playing field. What is the historical strength, mission, and vision? But also, what are customer needs, competitors, and relevant market trends. Your colleagues are a valuable source of information. Join a board meeting, conduct interviews, join a sales call, listen in with the service department. And importantly, use valuable information in your process and provide feedback.

  3. Let's kick-off! 
    Organize a moment to update everyone on the plans. Involve management and show that they are part of this journey. Explain the brand promise and values and present the corporate identity. Do this in a creative way, make it tangible. Ensure that everything is available in an online portal with brand guidelines or another brand document. This should include practical tips for daily communication with each other and (potential) customers.

  4. Make your colleagues ambassadors 
    An ambassador of your company is an employee who is a fan of your organization and expresseses this to the outside world.  This is also known as employee advocacy. A colleague who enthusiastically shares your brand with the outside world is very important for your company. They can do this at birthdays and parties, but also by posting and sharing updates on personal social channels. They also play a role in all external communication with (potential) customers, suppliers, and partners. As motivation you can reward enthusiastic employees. Announce someone as the top ambassador of your brand every month.

  5. Activate and live the brand
    Use your internal communication channels to activate the brand. An email signature, internal mailings, Microsoft Teams background, decoration of the  building, employment contracts, company parties. Take action after kick-off. Consistently bringing it to attention is crucial!

  6. Share the results 
    Nothing works as a better motivator than demonstrable results. Show your colleagues what their efforts are achieving. Create, for example, a monthly infographic with figures on social media followers and customer satisfaction, depending on your goals. Distribute this via email or display the image in a central space. Use it as an update in a monthly or quarterly meeting.

  7. Work with HR
    Collaboration is needed between Marketing and HR. Internal branding is a must for determining your Employer Branding strategy, which has the primary purpose of positioning the organization externally as an attractive employer, allowing you to retain colleagues and attracting new employees. It can start with tgood recruitment and selection of new employees. A clear job vacancy page and suitable job descriptions can ensure that you attract people who match the organization. In addition, you can include the explanation of the brand as part of the onboarding process or introduction period for new employees. Let your new colleagues experience your brand and don't just hand them a document.

Increasing brand impact

To truly make an impact with your brand, a strong internal branding is indispensable. Building a strong brand takes time, but when the foundation is strong, your employees will be of great value for the growth and success of your brand.

We are happy to advise you with a suitable internal branding strategy as part of your brand activation. Feel free to contact us.

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