While companies pour funds, work hours and research into making their external brand a recognizable piece of the lives of consumers, they sometimes neglect to dedicate that same amount of attention to their internal brand. It makes sense the people you’re seeking out to purchase your product be educated on how it will benefit them or their business, but all of the costs associated with this can go to waste if it isn’t supported by employees who feel just as ingrained in the brand as the consumers they interact with.
A good way to build your internal brand is by aligning your commitments. If you’re a hotel chain that promises the best overnight stay to your guests, then that same message should be presented to employees. They should understand what the goals of the company are, and then be encouraged to adopt these goals for themselves. They’re many different moving parts in big organizations, and properly aligning and communicating customer promises will go a long way in helping your operation run smoothly.
As important as it is that company goals are cascaded down to every member of your team, it’s also important to have an outlet for employees to send messages back up the ladder. Every day your frontline workers are face to face with customer experiences that provide unique insights. Giving them a way to share these experiences can lead to new approaches or processes that not only help employees perform better in their roles, but also help your company grow.
One of the key elements a strong internal brand offers a company is consistency. Consistent messaging from corporate to the front lines, as well as consistent messaging from everyone in the company to the customers they serve. When everyone is on the same page, it not only makes for happy customers, it makes for happy and dedicated employees.
