Over a year ago, I wrote a post on the Corporate Eye blog about the importance of internal brand building. In the post, I provided 10 suggestions for creative ways you can build your brand among employees. Unfortunately, many companies are still failing in this area. If your employees don’t believe in your brand and support it, why should consumers?
Still don’t believe internal brand building should be a strategic priority? The 5 reasons below just might change your mind.
1. Increase Motivation
When your employees believe in your brand, they’re is a natural increase in morale and productivity. If employees feel good about the company they work for, the brand their efforts support, and the work they do, those positive feelings translate directly to a positive impact on your company overall.
2. Increase Personal Accountability
If employees understand the brand promise that they work to support and how their efforts directly affect the brand’s success and fulfill consumer wants and needs, they’ll develop a stronger sense of personal accountability. In other words, they’ll take greater pride in their work, and they’ll want to deliver better results. In a nutshell, they’ll care.
3. Increase Word-of-Mouth Marketing
If your employees believe in your brand, they’ll be more likely to talk about it to friends, family, and anyone who will listen. They’ll advocate the brand online and offline to anyone who will listen, and they’ll guard it against naysayers. You can’t buy that kind of dedication, support, and positive publicity.
4. Increase Communication
When employees feel like they have an important place in the brand’s success and feel like they’re truly part of something greater than themselves (i.e., meeting consumer wants and needs), they’re more confident in sharing their thoughts and ideas. This increased level of open communication can lead to fantastic new innovations and opportunities for your company. It can also help to raise potential red flags before they turn into disasters.
5. Increase Talent Recruitment and Retention
Who doesn’t want to work for a company where the employees are motivated and happy? When your employees speak highly and openly about your brand, your company has a better chance of increasing retention rates and attracting new talent.
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