There is a very simple sentence that I use to explain why internal brand building is so important. It’s in most of my books, I say it on my radio show and in interviews, and I say it in speeches all the time. Ready? Here it is. If your employees don’t believe in your brand promise, why should consumers?
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It’s actually a very simple and logical concept. Your employees are a powerful source of brand advocacy. Guess what happens if they don’t believe in your brand? They say bad things about it. And then what happens? Word spreads quickly and your brand reputation is harmed.
But what if they truly believe in your brand promise? What if they want to talk about your brand and convince other people to buy it? What if they want to defend it against naysayers, not because it’s their job, but because they truly believe in it and want to protect it?
Imagine how powerful your brand could become if your employees believed your brand promise and lived your brand promise.
It can happen, but not without some time, effort, and investment. That’s because you can never assume that your employees understand your brand promise. You need to train them to understand it, believe in it, and support it.
If you’re not focusing on internal brand building, then you’re business is missing three critical connections that can be the difference between success and failure.
1. Personal Brand Connections
Internal brand building enables employees to personally connect with the brand because they can see how they fit into the business’ big picture. In other words, they understand how the work they do on a daily basis impacts not just the company but also how the brand promise is delivered to consumers through brand experiences.
2. Emotional Brand Connections
You need to create positive emotional connections between your employees and your brand just like you create positive emotional connections between consumers and your brand. Emotions are strong. Evoke them in your company culture, training, and values, and your employees will either self-select out of the company or get on board.
3. Colleage Brand Connections
Internal brand building fosters teamwork and a common purpose. When employees share a goal or believe in the same brand promise, team performance improves, productivity goes up, and morale increases. As a result, your business results should improve, too.
Don’t Miss These Critical Brand Connections by Failing to Prioritize Internal Branding
Internal brand building can have far-reaching effects. Not only does it help to raise brand awareness, trial, and loyalty, but it also helps your business’ hiring and employee retention. If your employees believe in your brand promise, you’ll be able to attract the best talent and keep them.
Don’t skimp on internal brand building! Instead, make it a priority right now.