Does internal communications matter to consumer branding?
You bet it does. Are you a retailer rolling out a brand positioning about knowledgeable salespeople helping customers navigate a myriad of product choices? Better make sure your knowledgeable salespeople stay that way.
Branding for financial services? A Forrest research report reveals that mergers and acquisitions have hurt customer relationships and advises a refocused attention on customer service. You better bring some TLC to your call centers.
What about an admired airline promising an incredible experience and having it come crashing (sorry) down when the baggage is stolen, lost, or delayed through poor handling?
While there are a variety of factors that influence public brand sentiment, your communicating to your consumer brand to your employees is one that is easy to get right.
1. Roll in your brand.
Let your employees in on the big reveal before you launch your new campaign.
2. Show the relevance.
Now that you have articulated your brand values internally:
- Who needs to do what differently?
- What do they need to change?
3. Communicate your brand inward
- Look at your internal communications and the audiences you reach.
- Where are the best places to infuse your positioning?
Think about hosting a brand training event so sales people know what the customers will expect from them. Recognize and reward great customer service, and encourage testimonials from happy customers. Make sure your employees know how they are responsible for the success for your business and reap the rewards from a singular brand outside and in.
We welcome your input and are here for your help.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
