A strong external brand attracts customers, but a truly powerful brand resonates at the heart of the business, creating the team spirit which retains customers.
Living the brand from the inside
When brand culture is established and lived from the inside, it becomes much more than a marketing tool – it brings teams together, fosters a sense of shared purpose, and drives success. A strong internal brand is the foundation for a successful external brand presence.
Instilling pride and loyalty
Brands foster a shared sense of purpose and instil pride among employees. When individuals feel proud to be associated with a respected brand, they are more likely to be engaged and committed to their work. This authentic embodiment of the brand resonates with customers, partners, and stakeholders, creating a ripple effect that extends far beyond the office walls.
Aligning communication and identity
The brand plays a crucial role in ensuring consistent communication across an organisation. By establishing clear brand guidelines and templates, companies can ensure that all teams are aligned in their representation of the visual identity and messaging. This consistency reinforces the brand’s values and personality, creating a cohesive experience for both employees and customers.
Enhancing engagement and creating team spirit
Brands can be leveraged as a powerful tool for team building and employee engagement. Companies can organise brand-related events, workshops, or initiatives that bring employees together to celebrate and reinforce the brand’s values. These activities foster camaraderie and teamwork while reinforcing the brand’s importance within the organisation.
Encouraging innovation and creativity
A strong internal brand culture encourages innovation and creativity. When employees are aligned with the brand’s values and mission, they are more likely to generate ideas that align with the company’s goals and contribute to its growth.
Improving customer experiences
Employees who are deeply connected to the brand are more likely to deliver exceptional customer experiences. They understand the brand promise and feel motivated to fulfil it in every interaction, leading to increased customer satisfaction and loyalty.
The inside-out brand in practice
In practice, the power of the inside-out brand is a joy to behold. We worked with leading architects Keppie Design to deliver a people-focused rebrand, and their commitment and dedication to internal brand building since the relaunch has been an exemplary success.
To harness the unifying power of inside-out branding:
- Clearly articulate your brand’s purpose, values, and vision with energy and authenticity. Differentiation is key.
- Involve employees at key stages of the brand development process, benefit from their input and win their hearts and minds.
- Integrate brand values into every area of team development, including recruitment, onboarding, training programs, and rewards.
- Recognise employees who exemplify brand values.
- Regularly communicate and celebrate brand successes and stories internally.
- Empower employees to be brand ambassadors both inside and outside the organisation.
