The Power of Internal Branding

So, you’re growing. Are your employees all running in the same direction?

Most executives agree that a company’s greatest assets are its employees. Yet, the power of internal branding is often ignored. According to the HBR, it's one of the most overlooked aspects of corporate strategy. 

Imagine if every employee thought about, talked about, and acted out your brand in the same way.

An internal brand as we define it means creating a system that motivates, educates, and guides associates to deliver a compelling, engaging, cohesive and strategically-defined brand at every touchpoint. Think of converting a bunch of random firecrackers into a nuclear warhead.

How good is your internal brand? Ask yourself these questions:

• If you ask 50 employees to tell you the brand story or elevator message, will you get a wide range of different answers?

• 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 (if you have any)?

• 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?

If the answer to any of the questions is “no” it’s time you focus on your internal brand.

Let’s face it, HR’s role has been largely compliance and administrative in nature. But it’s time to elevate HR into a strategic weapon. By strategically aligning and engaging your entire team, your results can be exponentially improved.

Cult Marketing has deep experience and amazing results with its internal brand development process. Check out our case studies.