Internal vs External Branding

Branding is an essential part of any business, and understanding the many different kinds of branding that are out there can help you create a successful marketing strategy. Most examples of branding can be classified as either internal or external branding. Internal branding focuses on creating a culture that motivates employees to do their best work and build relationships with customers, while external branding is about creating an image that appeals to potential customers. Both are important for companies looking to make an impact in today’s competitive market.

In this blog, we'll explore how these two forms of branding differ from each other and why it's important for businesses to understand the distinctions between them. We'll also discuss some of the most common elements of each kind of branding to help give a better idea of how each is used within a workplace.

Internal Branding

Internal branding entails a strategic approach to creating and sustaining a brand. According to the Harvard Business Review, it involves thoughtful planning and execution of all aspects associated with the brand. Think of internal branding as the groundwork that establishes and nurtures your brand identity. The implementation of internal branding within your business will enable you to establish the key characteristics of your brand, its emotional impact, your customer's needs, and how your brand can assist in addressing their concerns. Additionally, internal branding will provide guidance on the positioning of your brand.

If you find yourself wondering just how good your company’s internal brand is, ask yourself these questions:

• Do your employees have clear behavioral guidelines for delivering the company’s brand promises?

• Are your employees evaluated on how well they deliver on the brand pillars?

• Can all of your employees succinctly recite the company’s elevator message and brand positioning?

• Does your onboarding process inspire employees and educate them about your brand history, brand story, culture and mission?

• Is there a brand manual that all of your employees must read and understand?

Companies that prioritize internal branding will find it effortless to present their product or service effectively. At Cult Marketing, we’ve helped many of our clients create their internal branding. We like to think of it as”getting your employees to read from the same Bible.” This clear vision of what they provide helps these companies stand out from other market players. As each business has unique characteristics, differentiating internal and external branding may appear to be a challenge. However, in essence, internal branding involves establishing a strategy, whereas external branding encompasses content and design.

Here are some common examples of internal marketing:

• Brand positioning

• Target profiles

• Customer needs

• Competitor analysis

• Brand attributes

• Brand voice

• Content strategy

• Goals

External Branding

External branding encompasses all tangible aspects of your brand visible to the public – including your logo, social media presence, brand colors, blog, and both print and digital designs. Simply put, it serves as your brand's billboard: capturing the attention of potential customers, shaping their perception of your brand, and paving the way for investments in your products and services. It is the visual representation of your brand that engages and fosters loyalty among your customers. The public perception of your company is heavily influenced by your external branding, which is a reflection of your internal branding. This includes the colors and typography utilized, which are based on the emotions and target audience identified during the internal branding phase.

Here are some common examples of external branding:

• Logo design

• Website

• Stationery design

• Search engine optimization (SEO)

• Blog

• Social media

• Advertisements

Consistency Between the Two is Key

The notion that external and internal branding must be separate is incorrect. Consistency between your internal and external branding plays a crucial role in shaping public perception of your company. Consistent messaging, encompassing everything from language and design to product offerings and perspective, helps build brand awareness, trust, and loyalty among customers. At the very least, it is essential to ensure that internal and external branding complements one another. A proactive approach to communication with employees about the company's direction can help to avoid any conflicts or contradictions.

Sharing comprehensive information about the company's external strategy with employees and ensuring consistent messaging can facilitate greater consistency between your company's internal and external branding. Transparency with employees is crucial for effective brand consistency. Inconsistent messaging can harm a company's reputation among both employees and customers. It is essential to focus on both internal and external branding and maintaining consistency between the two. Remaining conscious of your company's internal and external branding is key to keeping consistency between the two.

It is essential to focus on both internal and external branding in order to create a unified brand identity. This will enable your company to stand out from the competition, foster customer loyalty, and drive sales. Here at Cult Marketing, we understand how important it is for companies of all sizes to have their own unique brand identity. Our team of experts is ready and waiting to partner with you so that together we can make sure your business has an effective branding strategy that drives success. Contact us today if you're looking for help creating or refining your internal and external brand messaging.