A successful internal brand is more than just internal messaging. An internal brand reflects its company’s values and encourages employee buy-in from within. While this is often neglected in favor of external messaging, it actually plays a huge role in the quality of your external brand. After all, your employees are the ones communicating to your external audiences.
Here are three reasons why it is vital to build your internal brand.
Connects to the external brand
Although internal branding is done to benefit the company within, it also ties into the external image of the brand. Internal branding plays a fundamental role in shaping the success of a company from the inside out. The goals of internal and external brands are often the same — to create a meaningful connection to your company. Having an effective internal brand creates informed and involved employees, which then reflects the brand’s knowledge.
Increases effectiveness of internal communication
Developing internal branding helps create consistency in your internal messaging. Using consistent imagery and designs for your communication creates a sense of recognition for employees and helps them identify what is important within your messaging. This makes internal communication operate more effectively, where inconsistency may cause dissonance and frustration.
Encourages employee advocacy
Effective internal branding makes employees feel included and satisfied with their employer. When done consistently, internal communication creates a sense of belonging and inclusion within the company. This influences employees’ ability and willingness to speak positively on behalf of the brand to friends and family. This turns engaged employees into active brand advocates.
How else is it important? Let us know in the comments some other ways internal branding can benefit your business.