Branding "Inside Out"
Branding encompasses mission, goals, and values, all of which can be
embodied in employees and in their physical environment. Ever see photos
of a Google workplace? Its bright colors, dynamic design, and creative
fixtures practically shout “innovation.” Clearly, that value is meant to
start with employees and radiate to the marketplace.
Barriers to Branding
One barrier to branding comes when employees’ views of an organization’s culture, brand, and direction are out of alignment with the views of corporate leadership. A second issue arises when reinforcing the corporate brand internally gets a low priority compared with efforts to promote the brand externally. The old marketing approach, the “push” mentality of disseminating a message to the masses, has been replaced by extensive efforts to “engage” with customers, sometimes even on a one-to-one basis. Companies want customers to get the message, of course. But meanwhile, it is the employees who know whether the company really practices what it preaches. Leadership also may overestimate the extent to which employees understand their firm’s strategies, goals, and values. Certainly, managers understand. They discuss these ideas in meetings all day long. But it’s harder for employees to buy-in to the business strategy, let alone make sure it is “brought to life” if they are not being “engaged” in meaningful ways. Whether a company most values creativity, collaboration, innovation, or customer service, it could be missing an important opportunity to reinforce those values and behaviors with its promise keepers. Another possible barrier occurs when subcultures allow every department to operate under its own rules. This can diffuse the messaging that should be getting out to employees to help them understand their role in the company, why it exists, and why that matters.
Branding from Within
There are three stages involved: learning about the brand vision, believing the vision and that the brand can deliver it and living the brand by feeling inspired, empowered and becoming a brand advocate internally and externally.
The first step toward building a brand internally is simply to make it a priority. When employees are saturated with their organization’s values, their behavior will reflect those values. That enhances the brand, not only within the workplace but as employees interact with family, friends, and even on social media.
The branding of a company defines how it is positioned with consumers both from a rational and emotional perspective—both what you deliver and how it makes the consumer feel. “To deliver that branded experience, your associates must live and breathe that brand. Therefore it is critical that their physical workplace represent that brand feeling.”
Some other tips for building the brand from within include:
• Make sure employees feel their contributions matter. This may be particularly true for millennials. They want to feel part of something bigger than themselves and tend to prioritize work in which they can believe.
• Articulate the brand in different ways. In many organizations, the cubicle culture might be here to stay. But it’s still possible to emphasize connections, commitment and camaraderie.
• Use verbal cues as powerful tools to get the message across. Words and graphics help employees “connect the dots” between the company mission and their own contributions.
• Make an investment in internal branding. Even a small investment can go a long way. Temporary posters stuck on walls do not convey the same commitment as graphic installations, thoughtfully conceived and effectively displayed. Instead, express the brand message in permanent forms.
More Than a Symbol
A company’s brand is more than a symbol—more than a swoosh, a talking lizard, or a secret blend of herbs and spices. In essence, it is a relationship with the customer, but it starts with a relationship with employees. Companies need employees who are committed, creative, and constantly innovating. Thoughtful planning of the work environment can facilitate these goals by reinforcing the company’s mission, creating a culture that enables it to survive and thrive.
Barriers to Branding
One barrier to branding comes when employees’ views of an organization’s culture, brand, and direction are out of alignment with the views of corporate leadership. A second issue arises when reinforcing the corporate brand internally gets a low priority compared with efforts to promote the brand externally. The old marketing approach, the “push” mentality of disseminating a message to the masses, has been replaced by extensive efforts to “engage” with customers, sometimes even on a one-to-one basis. Companies want customers to get the message, of course. But meanwhile, it is the employees who know whether the company really practices what it preaches. Leadership also may overestimate the extent to which employees understand their firm’s strategies, goals, and values. Certainly, managers understand. They discuss these ideas in meetings all day long. But it’s harder for employees to buy-in to the business strategy, let alone make sure it is “brought to life” if they are not being “engaged” in meaningful ways. Whether a company most values creativity, collaboration, innovation, or customer service, it could be missing an important opportunity to reinforce those values and behaviors with its promise keepers. Another possible barrier occurs when subcultures allow every department to operate under its own rules. This can diffuse the messaging that should be getting out to employees to help them understand their role in the company, why it exists, and why that matters.
Branding from Within
There are three stages involved: learning about the brand vision, believing the vision and that the brand can deliver it and living the brand by feeling inspired, empowered and becoming a brand advocate internally and externally.
The first step toward building a brand internally is simply to make it a priority. When employees are saturated with their organization’s values, their behavior will reflect those values. That enhances the brand, not only within the workplace but as employees interact with family, friends, and even on social media.
The branding of a company defines how it is positioned with consumers both from a rational and emotional perspective—both what you deliver and how it makes the consumer feel. “To deliver that branded experience, your associates must live and breathe that brand. Therefore it is critical that their physical workplace represent that brand feeling.”
Some other tips for building the brand from within include:
• Make sure employees feel their contributions matter. This may be particularly true for millennials. They want to feel part of something bigger than themselves and tend to prioritize work in which they can believe.
• Articulate the brand in different ways. In many organizations, the cubicle culture might be here to stay. But it’s still possible to emphasize connections, commitment and camaraderie.
• Use verbal cues as powerful tools to get the message across. Words and graphics help employees “connect the dots” between the company mission and their own contributions.
• Make an investment in internal branding. Even a small investment can go a long way. Temporary posters stuck on walls do not convey the same commitment as graphic installations, thoughtfully conceived and effectively displayed. Instead, express the brand message in permanent forms.
More Than a Symbol
A company’s brand is more than a symbol—more than a swoosh, a talking lizard, or a secret blend of herbs and spices. In essence, it is a relationship with the customer, but it starts with a relationship with employees. Companies need employees who are committed, creative, and constantly innovating. Thoughtful planning of the work environment can facilitate these goals by reinforcing the company’s mission, creating a culture that enables it to survive and thrive.
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