Why Your Business Shouldn’t Neglect Internal Branding

Tue, Jul 10, 2012

General Management

Oftentimes, when the subject of “company branding” comes up, it centers around the particular kind of identity that a business desires to present to its customers; you know, the logo, the slogan, the design and content.

But, there is another kind of branding that all businesses should focus on as well. It’s called “internal branding”. It is essential because its agenda is to help CEOS and its staff members stay true to two of the most vital and irreplaceable resources that any of us will ever have: our time and our motivation. When internal branding is positively implemented, the entire company is able to better represent the core values and mission of the organization, while also presenting ways to move the company forward in profitable and progressive ways.

So, how can you apply internal branding tools into your particular business? Here are five essential tips:

Get a mission statement together. A mission, just by its very definition, is an assigned task that is handed out to one person or a group of people so that a particular goal (or set of goals) can be accomplished. With you and your staff, there should definitely be one of these that is clearly written and articulated in order keep everyone focused on the task at hand: seeing your business prosper.

Pump up your leadership. No company can succeed without good leadership. It helps to keep people centered as well as being enthused and motivated about what needs to be done on a day-to-day basis. Studies support that when there is a good (and steady and consistent) senior management team at the realm, companies thrive much more than when the leadership team is in disarray.

Keep open communication going. When you have people working for you, it is both respectful and good business sense to keep them abreast of what is going on within the company. You can do this by holding bi-weekly staff meetings, sending out online surveys or creating an in-house newsletter. Also, make sure to clearly convey that if there are ever any questions, comments or concerns, that you are open to listening. When staff members feel appreciated, they tend to perform better as a direct result.

Encourage brand growth. Everything, with time, grows and changes. Internal branding is no different. So, be open to hearing suggestions about how in-house communication (and inspiration) can be better implemented. Far too often, we all find ourselves in the rut of doing things a certain way, not because it makes sense, but because that’s how it’s always been done. Be open to trying out new things. They just might work out for the best.

Have fun with it. Yes, we all come to work to get some things done, but who said that we had to dread every moment of it? Come up with ways to make work fun by being creative with your internal branding approach. Hold staff contests where people can come up with a new marketing campaign. Print shirts for everyone to wear at the next staff meeting and perhaps turn that staff meeting into a pizza party. Hire an advertising company like 522 Digital to come up with an innovative way to promote some of your staff’s ideas. If you put as much energy into making your company enjoyable as you do making it profitable, there’s a huge chance that you will end up with a business that is continually filled with both!

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