• Home
  • About
  • Contributors
  • Write for Us
    • Submit Your Content
  • Discounts & Resources
  • Education
  • Advertise
  • Contact

Women on Business

Business Women Expertise, Tips, Advice and More to Build Winning Careers and Brands

You are here: Home / Human Resources Issues / 5 Key Benefits of Internal Brand Building

5 Key Benefits of Internal Brand Building

January 16, 2019 By Susan Gunelius

internal brand building

Internal branding is the ongoing process of educating employees so they understand, support, live, advocate, and guard your brand promise. Internal brand building is an essential part of developing a successful business of any size.

Whether you’re a solopreneur, a startup founder, or leading a team at a Fortune 100 company, internal branding matters. Why? The answer is simple. If your employees don’t believe in your brand, why should anyone else? Why should customers believe and buy?

Unfortunately, most companies skip this critical part of business development. Employees are a company’s most valuable brand advocates, but few are tapping into this amazing resource!

Ongoing education is essential to ensure employees don’t just know what your brand promise is but believe it. The company has to make the brand promise matter to every employee and that meaning shouldn’t be connected to their paychecks at all.

Here are five key benefits of internal branding to help you better understand why it’s so important to your company:

1. Internal Brand Building Develops a Personal Connection between the Brand and Employees

Internal brand building gives employees the tools and information they need to understand how they fit into the overall mission and vision of the brand and business. They learn how the work they do affects how the brand promise is delivered to consumers through branded experiences that help the company meet its goals.

2. Internal Brand Building Develops an Emotional Connection between the Brand and Employees

One of the primary steps of consumer brand building is developing an emotional connection between the brand and customers, which leads to loyalty and word-of-mouth marketing. People like to talk about the brands they love and feel highly emotionally connected to. Make your employees fall in love with your brand and become emotionally connected to it by educating them and treating them in a manner that is consistent with your brand promise.

3. Internal Brand Building Develops Colleague Connections

When employees believe in a common message or goal, such as a brand promise, they become a powerful force and work more cohesively as a team. Productivity and morale increase because employees share a common belief in the brand. Employee brand advocacy also increases. Ultimately, costs will go down while sales and profits go up.

4. Internal Brand Building Provides Employee Focus

A focused brand is a strong brand, so it’s critical that employees fully understand the brand’s focus. Teams that go in too many different directions are doomed to failure, so keep your employees on track to reach collective goals by giving them a common and specific brand focus. In other words, don’t try to be too many things to too many people, and that includes customers, business partners, vendors, investors, and employees.

5. Internal Brand Building Improves Hiring and Retention

If employees believe in the brand promise and feel passionate about being a part of the team that brings the brand promise to life for consumers, then employee retention will rise and your company will be able to recruit more qualified employees as an “employer of choice.” Furthermore, hiring costs will go down while employee brand advocacy, productivity, and morale increase.

The Results of Internal Brand Building

In the long term, internal brand building practically guarantees lower costs and higher profits, so prioritize ongoing employee brand education as soon as possible. Remember, every employee from the top down must believe in the brand and live the brand promise or your business results will never reach full potential.

Originally published 1/3/15. Updated 1/16/19.

Susan Gunelius

Susan Gunelius is the Founder and Editor-in-Chief of Women on Business. She is a 25-year veteran of the marketing field and has authored ten books about marketing, branding, and social media, including the highly popular Ultimate Guide to Email Marketing, 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing and is a Certified Professional Career Coach (CPCC).

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestYouTube

Filed Under: Human Resources Issues, Marketing Tagged With: brand buidling, branding, employee training, internal branding

Comments

  1. Sam Wilson says

    April 22, 2019 at 1:28 pm

    Everyone who has ever tried their hand at employee advocacy will know that it will only work well and be a success if employees are fully motivated and engaged with the company. Disengaged employees are not only detrimental to a company’s marketing efforts, but they can also cost the company dearly in the long run. Thanks for sharing a great article.

Sponsors

DHgate - Do business with China wholesalers online

Freebie!

Join Us!

Recommended Reading

ultimate guide to email marketing

Awards & Recognition

Categories

  • Board of Directors
  • Books for Businesswomen
  • Business Development
  • Business Executive Team
  • Business Travel
  • Businesswomen Bloggers
  • Businesswomen Interviews
  • Businesswomen Profiles
  • Career Development
  • Communications
  • Contests
  • Corporate Social Responsibility (CSR)
  • Customer Service
  • Decision-making
  • Discounts & Offers
  • Education
  • Equality
  • Ethics
  • Female Entrepreneurs
  • Female Executives
  • Female Executives
  • Finance
  • Franchising
  • Freelancing & the Gig Economy
  • Global Perspectives
  • Health & Wellness
  • Human Resources Issues
  • Infographics
  • International Business
  • Job Satisfaction
  • Job Search
  • Leadership
  • Legal and Compliance Issues
  • Management
  • Marketing
  • Networking
  • News and Insights
  • Non-profit
  • Online Business
  • Operations
  • Personal Development
  • Politics
  • Press Releases
  • Productivity
  • Project Management
  • Public Relations
  • Reader Submission
  • Recognition
  • Resources & Publications
  • Retirement and Savings
  • Reviews
  • Sales
  • Slideshow
  • Small Business
  • Social Media
  • Startups
  • Statistics, Facts & Research
  • Strategy
  • Success Stories
  • Team-Building
  • Technology
  • Uncategorized
  • Videos
  • Women Business Owners
  • Women On Business
  • Women On Business News
  • Women On Business Offers
  • Women On Business Partners
  • Women On Business Roundtable
  • Women on Business School
  • Work at Home/Telecommute
  • Work-Home Life
  • Workplace Issues

Authors

Quick Links

Home | About | Advertise | Write for Us | Contact

Search This Site

Follow Women on Business

  • Facebook
  • Pinterest
  • Twitter
  • YouTube

Copyright © 2023 Women on Business · Privacy Policy · Comment Policy