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Internal Branding: The Power of Communications

Internal Branding: The Power of Communications

Your brand has the potential to be a considerable asset, so much so that in some instances brand comprises the most valuable component of a company’s entire net worth (e.g. the Virgin brand). Whilst most organisations focus on promoting their brands to their customers, many are unaware that great brands most often develop from the inside out.

This means communicating with your management and employees in the most optimal and consistent manner with all brand related matters.

In the past, large organisations with multiple branches and large numbers of staff faced many challenges in this regard, but with the capabilities of modern communication software (such as Mumba Cloud) this is no longer the case.

Advantages of communicating the benefits of your brand to employees include:

  • A greater overall understanding of the brand and what it stands for, which often increases enthusiasm for the brand and can also elicit positive emotions such as pride and self esteem
  • Making staff feel that they are well informed, valued and part of a bigger picture, much like a family
  • Having far better brand ambassadors and advocates at the ‘coal face’ of your brand. This can make or break a brand
  • Enabling staff to understand, live and promote your brand’s identity, values, promises and point of difference
  • New brand dimensions can be tested internally before being promoted externally. Because employees often interact with customers far more than the brand owners, they often see the situation from a different perspective and their experience and feedback can be vital in this regard
  • By keeping employees informed of the latest developments and asking for their opinions, you encourage interaction at a number of levels, which is valuable
  • Brands that are strategically well developed and optimally promoted both internally and externally in a consistent fashion are far more likely to enjoy enhanced brand equity (e.g. awareness, enhanced associations, loyalty and advocacy) than those that are not. This in turn enhances brand value and the worth of your company overall

Whilst there are, of course, many other reasons and benefits for communicating regularly with employees, brand related communication ranks as a very high priority, and an area we would greatly encourage. If you haven’t given this area the focus it deserves, now is the time to start.

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