Internal Branding: Do You Have It?

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What do you view your company to be? How do you get from where you are to where you want to be? A lot of it comes from within- within the entrepreneur to make their vision a reality. And from within the organization to make the vision a reality everyday. What am I talking about?

Internal branding. In my opinion, it is the idea that everyone in the organization promotes the brand from the inside-out in a natural way. This internal branding must begin with and be woven into the fabric of the vision of the entrepreneur. It cannot be an afterthought. If a company hastily creates internal branding to jump on board, it will be obvious in that it stands out in the wrong way.

A lot of the internal branding characteristics have to do with creating a healthy work culture and environment. Through this environment, the brand creates a natural following from within. With the employees all on board with the brand, the vision, the mission, the company now has a team of natural marketers. Who better to represent the brand than loyal, true employees, who genuinely believe in what they are doing, what the company stands for, and what the company’s clear goals are.

Great examples of this can be found throughout all types of industry. As a designer and engineer at Disney, you are not just an employee, you become an imagineer. You know you have made it to the top in pro wrestling when you join the WWE and become not just another wrestler, but a WWE Superstar. And who said that job titles have to stay traditional? At Cranium, the brand can be seen at all levels from the names of conference rooms to the titles that are given out. For example, instead of just being Cranium’s CEO, Richard Tait is the Grand PooBah.

Internal branding not only adds consistency to the overall company and brand, it can energize employees to be proud of their title, team, etc. This will only help to further promote the brand because these employees are more likely to share their excitement with others. It’s natural to share with others. And it happens to be one of the best marketing strategies out there still today- word of mouth.