For anything to thrive and grow, it must be nurtured. Believe it or not, this applies just as much to your internal brand as it does to your houseplant. To keep employees engaged and encourage them to consistently express brand promise to customers, make plans to sustain internal branding over the long term. Wondering how to do that? It’s easier than you think. Simply make brand awareness and education an integral part of your organization.
Workshops sound standard, but part of your internal brand can be making them fun. Host brand-related Lunch and Learns, or take one day each year for a fun internal retreat. Your team will appreciate the pause from daily workloads and feel re-energized by brand values.
To keep your internal brand strong, it’s important that communication between leadership and employees be consistent. Commit to an internal newsletter that keeps employees updated on fun personal tidbits and company news, and they’ll feel engaged and in the know.
When it comes to internal branding, don’t be afraid to think outside the box. ING Bank is a great example. As part of its ongoing internal branding effort, the company ran an online internal branding campaign which aimed to reinforce brand positioning among employees. The online campaign leveraged an IP targeting technique which served banners to employees while they were surfing the internet. Whatever your methods, keeping brand value front and center is worth the effort.
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