This is an excellent conference on viral marketing. It's about 20 minutes long,
but worth watching. We highly recommend this video.

 

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We thought we would spend a little time on the subject of branding from the inside. So much attention is focused on branding to outside audiences, but are your employees aware of job #1?

An interesting development of modern business is that employees have become removed from the process of brand development. In fact, their ideas and opinions are completely overlooked while they are often the only contact your customer has with your brand. If your employees are not in-touch with your company's values or they are disconnected from the process of branding, this can cause even the best branding efforts to fail. This new remoteness has resulted in the loss of awareness of how aggressive the marketplace actually is, and what it really takes to compete. Larger corporations are doing little to inform employees of the competitive challenges facing them. More funds are being channeled into broader branding programs and less on employee awareness or development. A comprehensive internal branding effort can help staff understand that they have a meaningful role in marketplace success and that success will ultimately lead to corporate growth, increased benefits and compensation.

Winning employee loyalty has become nearly as difficult as winning the attention of your customer. Companies are no longer concerning themselves with employee retention or helping employees achieve professional goals and some employees could care less if the company succeeds or fails. There will always be another 'job' around the corner with a new 401K plan. Jobs are plentiful, but working for a company that is progressive in its approach to doing business internally and externally will have great employee brand loyalty. This new work atmosphere creates greater need for companies to focus on branding internally. Employee buy-in is essential to gaining a competitive edge in today's marketplace. New corporations with creative business models such as Google have become the most sought after companies for employment opportunities. Even with Ford's current revenue troubles, they still have employees that are loyal to the Ford Corporation through and through. Ford employees will drive a Ford vehicle before they drive any other. It's because Ford has always branded with their employees in mind.

Here are a few examples of how a well-developed internal branding program can transform and empower your organization from the inside out.

Inspire, through pride in the company and its accomplishments--higher achievement, greater employee loyalty and even employee dollars spent in the marketplace on buying your products. Additionally, employees that love your brand and everything it stands for will spread the word to their friends and family.

Employees who have greater understanding of company values and branding programs are much better brand representatives for your customers.

Employees who are clearly informed of your brand's promises being made to the public will empower them to ensure those promises are kept. Offer employees a personal benefit or incentive for a successful branding campaign.

Wipe out organizational dissonance by clearly communicating expectations, company mission and goals. Say what you mean and mean what you say.

Improve employee morale--brand success gives employee's a sense of personal and professional pride.

Internal branding doesn't have to be complicated or expensive.

An internal branding program can be simple with these useful tips.

Hiring Process
Your brand should be clear during the interview process. Give the new recruit an opportunity to fully understand your brand expectations and goals. I can’t stress this practice enough, especially if they have never had any contact with your company in the marketplace. Your branding should be a part of every aspect of conducting business. New employees may decide they are ‘on-board’ right away or they may choose to move on--the up side is that you will retain more valuable employees because they have been properly evangelized in your brand from day one.

Employee Orientation
This is an important process for the employee, and yet even large corporations miss this opportunity to include a branding segment during new employee orientation programs. So your shiny new recruit, fresh from the U wasn’t informed of your branding during the hiring phase and now they are in orientation and still do not have a clue. They only know they have a ‘job’, answering the phones and taking orders. Employees should be given an overview of your company, your mission, your history, your brand expectations and promises.

Essential Updates
Branding requires routine monitoring and sometimes modification. Changing business practices, technological advances, mergers, acquisitions and new product introductions require revisions to your branding effort. Each of these should be communicated clearly with your employees. All staff meetings, simple presentations or even handing out CDs with an updated presentation would be effective tools to help keep your employees up to date.

Frequent Reminders
The perception of your brand in the marketplace relies on the actions of the entire organization, so simple reminders can help each employee to remain focused on the objectives and promises of your brand. But be careful not to over-remind, as employees will come to resent the constant intrusion into their day, and there is still work to be performed. A simple group email can go a long way.

Keep your brand ball rolling
Circulate news of brand successes periodically.

Believe it or not, your employees will actually wear a sweatshirt with your logo on it, so give them water bottles, golf balls or t-shirts—anything with your brand proudly displayed and your employees will gladly use them.

Do encourage your employees to give back to the community right along with your company. Many large corporations do encourage their employees to give, but then fail to practice what they preach. This can reflect negatively with employees and also have a negative impact on the community as well.

For goodness sake, make it fun! Branding your company does not have to be boring. Run sales contests, positive customer feedback contests, employee incentives, like giving extra time off or a little cash. Nothing motivates employees more than time off or cash. We have forgotten that most human beings will not concern themselves with anything unless there is a ‘me’ factor involved. Clearly communicate the many 'personal' benefits to achieving brand success.

Now would be an excellent time to evaluate your current brand practices and check in with key employees to see how you are doing.

Happy Branding - S. Irwin