Build Employee Trust Through Internal Branding

 

Paula Andruss writes a great story on internal branding in the December 15, 2008 edition of Marketing News published by the American Marketing Association. She says, " Empowering employees to 'live the brand' through internal branding programs--including training and incentives--not only helps extend the reach of the core message, but it also allows them to deliver superior service that results in word-of-mouth endorsements and customer loyalty."

I think Paula is spot on. I would add that from my experience, internal branding results in employee loyalty. While internal branding is still relatively new, I think more and more organizations are going to realize the value of engaging their employees in the brand development process. After all, don't we rely on our employees to be our brand champions and live our brand?

As the world economy re-calibrates itself and as organizations will increasingly be expected to do more with less, organizations will embrace internal branding as a strategic priority. Many are now going through an introspective process and rediscovering their most important asset, their employees. Others will have no other choice but abandon, at least temporarily, expensive traditional marketing tactics like advertising, and discover that by empowering their employees to live the brand, they create a sustainable brand.

What do you think?

Comments

[Rex Whisman]

Chris,

I completely agree with your assessment. It is amazing that the internal work tends to get lost or put on the back burner. I love the name of your blog by the way!

[Chris Wilson]

Internal branding, or engagement programs, whatever you want to call them, are nothing new. The concept has been around before I even knew what the word brand meant.

But the question is, why are have internal efforts like this been so slow to take off?

I wholeheartedly share your view on just how powerful internal branding can be to an organization. Who better to be an loyal advocate to the brand than the employees on the front lines interacting with customers?

I guess in building brands the glamour and excitement associated with external image has led many to neglect the core building blocks at home.