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Don’t check your brand at the door

by | Jan 28, 2014 | Expertise

Branding is often one of the few factors that can distinguish one product or service from another. Companies and organizations spend considerable resources to develop and nurture their brands, but in many cases, it’s a face shown only to the outside world.

What a missed opportunity.

Internal branding–the practice of bringing your brand to life inside your organization–has proven transformational on many levels. Studies show that when internal branding is practiced and embraced by employees:

  • they feel more connected to the company
  • they are more loyal
  • their morale is higher
  • customers are happier

If the first three bullets weren’t enough to make you give second thought to what your brand looks like on the inside, the fourth one should. Happier customers mean repeat business, positive word of mouth, and more sales.

Every employee–on the front line or in the back room–has the power to influence brand perception. Even if they are not directly engaging with customers, they are interacting with and influencing the attitudes of coworkers who are. The potential for each employee to affect a positive interaction with your brand is just too powerful to ignore.

At Cleveland we call this practice internal brand alignment, and it’s something we help companies develop and nurture within their own organizations, making them stronger and ultimately more successful. It’s not about lip service, motivational posters, or a once-a-year feel-good event. It’s something to live and breathe every day, and believe in deeply. It provides the oft-missing connection between a product or service and the people who are behind them. It’s authenticity in its highest form—and authenticity sells as much on the inside as it does on the outside.

All strong brands have employees who are emotionally invested—and that does not happen by accident. It happens when authentic and meaningful communications help the brand both inside and out.”

– Douglas Spencer, Marketing & Branding Consultant

Watch for our next post outlining examples of internal branding put into action. If you can’t wait, by all means get in touch. We’d be happy to share more with you.