Internal Branding

For an organisation to align its employees to its brand promise (“A brand promise is what audiences are assured of receiving as a result of their relationship with a brand”) an organisation needs to focus on the area of internal branding.

Internal branding is imperative for an organisation irrespective of its size as it is critical to the success and survival of each and every business.

This was validated by research conducted by IBM whereby they clarified the main reason why a customer switches a brand after being a loyal brand advocate for many years. The reason was not due to price or level of customer service though rather due to ‘the attitude of indifference displayed by an employee’.

Every employee within an organisation has a role to play in ensuring that a company is able to deliver upon its promise and every employee within an organisation impacts—in some way—how the world encounters a company's promise and its personality.

To provide you with an example a customers perception about a company can quickly change from positive to negative based upon dealings that a customer has with employees within an organisation and to take this example one step further, a customer is far more likely to express this negative experience to their friends, family and colleagues this could potentially result in a proliferation of negative perceptions towards a business or its brand by a number of customers.

Your brand is determined in part by what your people do: how they react to customers, their level of professionalism, are they responsive to a customers needs, are they sympathetic, do they show interest and concern for the customer? Are employees friendly professional and helpful or are they rude, unprofessional and unhelpful. Do you engage your employees so that they feel part of the organisation or do they feel that they are just another number fulfilling their work related duties. What are employees attitudes towards the company and towards their job?

Does the organisation:

• Provide opportunities for career progression
• Support ideas & encourage innovation
• Encourage managers to have an open door policy
• Provide managers with tools, guidance and support to ensure that they are able to lead effectively as opposed to trying to control others
• Provide an environment for personal growth & development
• Motivate employees and provide reward and recognition for their hard work and efforts?
• Provide training & support including induction training

Brand Art can work with you to help your business/organisation identify:

• Your organisational Culture & Values
• Employee Attitudes & Behaviour about their job and towards the business/company
• Employee Personality Traits
• Leadership effectiveness within the organisation
• Change management initiatives

Depending upon your organisations requirements; Brand Art can partner with you to assist you in the design, development & implementation of internal branding initiatives such as:

• Change management initiatives
• Leadership development & succession planning
• Developing team morale
• Coaching, mentoring & training requirements for employees based upon change initiatives and training needs analysis
• 360° performance appraisals aligned to customer feedback & surveys
• KPI’s which are aligned to the overall business and brand strategy.
• An induction program that educates and informs all new employees about the brand.
• Reinforce brand behaviour through workshops, coaching & training sessions
• Recruitment strategies to attract & retain a highly skilled work force that will assist the organisation in delivering upon its brand promise
• Career development programs and frameworks to encourage career progression
• Employee opinion surveys
• Communication Audits
• Programs to support ideas & encourage innovation

Contact Brand Art to enquire about our Internal Branding and Employee Branding services & solutions

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The steps required to create, build & maintain a winning brand: Organisational Branding, Internal Branding, (including Employee Branding), Brand Strategy, Brand Identity (Design and Development), Digital Branding, Brand Marketing & Personal Branding.

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