How to brand from the inside out?
By M Nair
Many companies are still overlooking brand internalisation, which is key to unleash hidden potentials in the organization.
More companies are adopting a brand strategy approach to build a competitive advantage. The biggest challenge facing organizations today is having their employees deliver what their brand message promises.
Branding from the inside out is really about getting the employees of the organization to be in sync with the marketing and branding message of the company.
A company establishes a two-way relationship with its customers, known as brand. In this relationship the company communicates the features and benefits of its products and services, corporate values and price. The result is the brand promise – “The Talk”. The employees are critical components in this relationship. They are the human touch points of the company and responsible for delivering the brand experience – “The Walk”.
The company culture links both the company and employees. Brand alignment needs to be achieved right here to ensure consistent execution and linkages between marketing messages and delivery standards.
If you’re thinking that it’s not easy to achieve this desired alignment, you’re absolutely right. That’s why alignment is the focus of Brand Internalisation efforts. When the above synergy is achieved then you can really say that you have an organization that “LIVES THE BRAND” and delivers from the inside out. So how do you know when you have achieved success?
Brand Internalisation is not something that is achieved overnight – it is a long-term transitional process. It requires commitment, focus, perseverance and a clear strategy.
People are at the core of any business. Whether your company operates in a Business-to- Consumer (B2C) or Business-to-Business (B2B) environment, you still have customers to serve. In order for people to be effective in their jobs they have to understand the company purpose and strategy in terms that is relevant and meaningful. In short; benefits of undertaking brand internalisation are:
Ultimately, the Brand becomes the glue that binds the employees, customers, suppliers and organization together. This is where organizations need operational branding specialists who help them make the leap from “brand strategy” to “brand behaviour”. This entails a shift in mindset internally to align with the new brand values and brand attributes – A paradigm shift!
Tags: Brand Behaviour
