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.
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.