Internal branding consists of activities and processes that help inform and inspire employees about brands. Holistic marketers must go ...
Internal branding consists of activities and processes that help inform and inspire employees about brands. Holistic marketers must go even further and train and encourage distributors and dealers to serve their customers well. Poorly trained dealers can ruin the best efforts to build a strong brand image.
Brand bonding occurs when customers experience the company as delivering on its brand promise. All the customers’ contacts with company employees and communications must be positive. The brand promise will not be delivered unless everyone in the company lives the brand.
Disney is so successful at internal branding that it holds seminars on the “Disney Style” for employees from other companies.
When employees care about and believe in the brand, they’re motivated to work harder and feel greater loyalty to the firm. Some important principles for internal branding are:
When employees care about and believe in the brand, they’re motivated to work harder and feel greater loyalty to the firm. Some important principles for internal branding are:
Choose the right moment. Turning points are ideal opportunities to capture employees’attention and imagination.After it ran an internal branding campaign to accompany its external repositioning, “Beyond Petroleum,” BP found most employees were positive about the new brand and thought the company was going in the right direction.
Link internal and external marketing. Internal and external messages must match. IBM’s e-business campaign not only helped to change public perceptions of the company in the marketplace, it also signaled to employees that IBM was determined to be a leader in the use of Internet technology.
Link internal and external marketing. Internal and external messages must match. IBM’s e-business campaign not only helped to change public perceptions of the company in the marketplace, it also signaled to employees that IBM was determined to be a leader in the use of Internet technology.
Bring the brand alive for employees. Internal communications should be informative and energizing.Miller Brewing has tapped into its brewing heritage to generate pride and passion and improve employee morale.
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