More and more, companies are relying on internal branding—the communication within an organization of the external branding strategy coupled with human resources efforts—to better serve their clients and improve employee retention. This shift toward a more comprehensive branding strategy effort has become an integral communications approach in several industries (especially those where qualified labor is in short supply) and in geographies where labor is limited. As competition continues to grow in emerging and established markets and globalization makes the world smaller and smaller, it is crucial to look inside your organization and communicate your branding strategy to your employees. It will bring new opportunities to your business and better serve your customers.

Branding strategy in its basic form is your promise to your marketplace. The mission of branding strategy is to effectively communicate in your markets to win business—which is why we spend so much time and effort communicating our brands. All too often we overlook who’s behind our promise, our employees. The key to any successful branding strategy campaign is its internal execution—motivated employees lead to happy clients, which leads to an increased bottom line.

Your employees
Two of the three branding strategy touch-points are what you say and how you behave (the third being what you look like). Though you may have articulated the former, you have no control over the latter. The communicators on your front line—sales people, account managers, service folks, receptionists, and customer service representatives are all a reflection of your brand. Every time they interact with your client or prospect, they leave an impression.

Everyone within the organization needs to accept  and buy in to the branding strategy. This often proves to be one of management’s most formidable undertakings—getting all the communicators in the boat to row in the same direction—however, the results can be profound. Your employees need to know your message, believe in it, and deliver it effectively. Your business could be very limited, if your branding strategy is to help doctors be better clinically but your sales force is focusing strictly on the state-of-the-art technology your company sells.

Approach internal branding strategy as a journey rather than a destination. Commit to regular communications throughout the company. It’ll increase the significance of your message, keep it top of mind, and motivate employees to take the promise seriously.

Your clients
A happy client is one that keeps coming back for more while recommending your product or service to others. One bad experience can expel a client for life. For instance, if a client speaks with a representative of your organization and is treated badly, they may never come back, regardless of the quality or price of what you have to offer. In today’s marketplace, there are so many choices that the differentiator between competing organizations is often the personal touch the client receives.

Your future employees
Consider your promise to your employees. It’s what you expect from them and what they can expect in return. As your organization and its great employees grow, you will eventually need more great employees. Attracting these qualified individuals may prove difficult if your branding strategy is not aligned both externally and internally. Developing clear messaging and communicating it through a deliberate campaign sets you apart in the labor pool and can distinguish you as an employer of choice. A strong internal branding strategy can save considerable time and money by allowing you to shorten the hiring process, recruit better employees, diminish salary sensitivity, and improve retention of your talented people.

You and your employees must bring the brand to life.
Your employees are your greatest asset. They are the ambassadors of your brand. What they say and how they act is as important as what the client sees and reads. Gaining employee buy-in will lead to improved internal and external communications, better decisions, higher moral, better client retention, and an improved image within your markets.

© 2007 ADAMS