Why is Internal Branding Important?

Shana Harris

We all know that branding is important – for many successful companies, their brand is the single most valuable asset.

Done well, a strong brand helps to create:

  • Memorable Points of Distinction
  • Preference
  • Demand
  • More Loyal Clients
  • Ability to Charge Premium Pricing
  • Better Employee Morale
  • Higher Employee Retention

Branding from the inside out

There is a misconception that “branding” is something done only for external audiences and that it’s not as important to focus on branding for internal audiences. This could not be farther from the truth!

Many companies overlook the importance of internal branding and solely focus on external efforts – leading to a brand disconnect. Brand plays a vital role in shaping the success of an organization from the inside out.

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It is not surprising that some of the most successful brands spend a significant amount of time, money and energy reinforcing their brand internally. You may be familiar with some – Southwest, Starbucks and Zappos, to name a few. This is done through ongoing education, employee programs and inviting employees to live the brand. Having a strong brand that employees rally around improves morale, productivity, retention and ultimately helps to improve the company’s bottom line.

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What are some best practices to creating a strong brand culture?

Internal is #1 – Focus on internal audiences first and empower them to express the brand in everything they do

Reinforce it! – Brand needs to be continuously reinforced within a company

Keep it fresh! – Develop new employee programs every year designed to reinforce the brand – keeping employees engaged and excited about the brand

Creating a strong, brand-centric culture takes time and discipline, but produces high ROI. I have seen first-hand how companies grow and accomplish their goals when they focus on internal branding first, and follow with external branding.

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