What is a brand?

The brand is an identification of a company and its products. It can be in the form of a logo, symbol, color, or just a name. This identification helps distinguish yourself from your competitors.

Branding is not just about creating a logo, signature statement, or symbol. It is the creation of experience, which would make the customer want more and more of it. An experience that can generate strong positive emotions, something that can lead the customer to trust and become loyal. The first thing that qualifies a company or product to be a brand is the ability to create emotions. The brand has to be associated or it has to trigger emotions.

Logos, colors, symbols, statements, advertisements and promotions are the main tools for the communication of a brand. Now coming to the main point of the article: unleashing the power of the brand internally and revealing a new power i.e. internal branding or internal brand promotion among the employees to make them aware of the company’s capabilities and feel proud. to work for her. he. With the help of the internal brand, a new source of brand power is strengthened. All employees are people who connect with the outside environment after office hours. All the positive vibes sent by the employees to their friends, neighbors, relatives, etc. they create a combined effect on the image of the company.

The pride that an employee shows in working for an organization itself speaks volumes about the company. The way the employee behaves portrays or communicates something about the image of the company. It can be positive or negative. So how do we do with the internal brand? How do we harness this hidden power?

First step:

In order to harness this power, there must be a synergy between the organization and the employee, a bond, or you can say an environment in which the individual can thrive and bring out their best for the company. Every organization has a different culture and every individual a different temperament, this should match. I hope I have made the point now. So let’s move on

The whole process starts with recruiting, recruiting people who can fit into the organization. Every Employee who joins the organization or is selected to join the organization must be evaluated in terms of its personal characteristics.

What about existing employees?

In the case of existing employees, they must be conditioned to behave or exhibit certain characteristics that are deemed appropriate. All this is possible only with the motivation of the individual and the Focus.

In a company, employees are the first customers of the brand and the brand must be able to keep its promises. The brand is also the result of the efforts of all the employees of the company; so they need to give the best of themselves to the brand.

Who is responsible for the Internal Brand?

Internal branding is the responsibility of senior management/leadership or the brand manager in charge of the particular brand. Alternatively, the best solution is to have a marketing, administration and finance team to form an internal brand team.

Some tactics to internalize the brand:

1. Mark the atmosphere

The atmosphere of the workplace affects the way a person works. Put the signs of the brand and its promise or attribute visible to all. The visibility of the brand promise in the office must be exceptional.

For example: Put up a bulletin board and highlight every day some news about the progress of the brand or send an email to everyone about the update or progress made by the brand or by the executive working on the product. (I don’t mean a formal email stating a simple fact of what has been done, an email that evokes passion, smiles, and motivation. Sometimes a well-meaning critical email also helps galvanize people.) , personal notes from leaders inspire staff)

2. Team participation:

Ask for suggestions, start in a forum where ideas can be discussed openly without the fear/hesitation of the organizational hierarchy, but make it clear who is the decision maker. Keep everyone informed. Keep the buzz on, never give the boys time to chill. Keep them informed, keep them interested

3. Liability, credit and incentives:

Give responsibility and authority to carry it out and give credit where credit is due.
There is nothing like incentives, which can really motivate people along with appreciation. Award a “Champion of the Month” in various functions for the brand, such as marketing, administration, customer service, sales, merchandising, etc.

4. Brand Training

You may have heard of product training, but brand training is different and unique. Educate, reinforce and instill in employees the attributes that really make the brand stand out from other competitors.

If necessary, spoon-feed staff on behavior that complements the brands, especially staff who will come into contact with the outside world.

In simple terms, each of your employees should be a brand ambassador. Let everyone hear the facts and things that need to be projected for the brand.

5.Brand culture development

Create and promote brand culture in your organization, as most brand gurus have said VIVA LA MARCA. Develop the culture in your organization that reflects the nature of the brand.

Once this is done, you can have a single brand but 100-200 brand ambassadors (depending on the number of employees) projecting your brand every day to the world. If I summarize, the internal brand can create a sales person out of each employee and anyone who comes in contact with their employee will be influenced by the brand.