Internal brand Engagement means aligning and inspiring employees around a brand’s authentic and unique proposition.
Internal brand engagement is best summed up in the words of a CEO of a global fast-food chain, “We’ve invested millions in developing our brand… Now it’s in the hands of our people.” Your staff are the most tangible and focused manifestation of your organisation’s purpose, vision, and values. They are the face of that brand.
As well as building employee advocacy, involving staff in your branding process roots a sense of ownership internally. Building pride in your new brand means staff are on board from the get-go. Internal evangelism is the holy grail when building a brand, but how do you get an internal team on board for a brand launch?
Wheres the best place to start planning Internal brand engagement?
Consulting with employees and gaining their input into your brand when developing it has many benefits. Starting with improved staff engagement to uncover the gold from inside the brand.
Your employees are highly influential as they interact with customers regularly, and they are the personification of your brand. They’re also the most likely to have an accurate picture of how the organisation is currently perceived. They know your brands’ promise and recognise they are responsible for delivering it to your customers. With some simple internal communication tools, you can capture important insights at the start of the branding process without taking staff away from their day job – often an operational concern. Staff surveys can be sent directly to employees devices and completed during downtime.
An employee survey is a valuable internal communication tool for soliciting qualitative information and uncovering brand “gold”. Staff satisfaction, engagement, opinions and other important metrics can be easily captured, providing an accurate picture of how staff feel. Getting a sense of ownership from employees begins to help genuinely understand the significance of delivering on your brands’ promise. They understand the correlation between living out the brand and the business impact. They can also see their efforts to make a difference. They are not only committed to delivering your brand, but they are also passionate about it. When staff embody your brand, they become true brand ambassadors worth their weight in gold.
What is the best type of Internal brand Engagement?
The best internal engagement is delivered on-brand; this can be in various formats such as video, screensavers, desktop alerts, internal launches, etc. Include plenty of feedback and opportunities for conversations, too, for early detection of perception shifts.
Your brand should be easy to understand and easy to repeat. This helps your staff know how they can influence people beyond what’s listed on their job description and unites an organisation with a united front behind a common purpose, i.e. your brand strategy.
Think about how your team consumes content, e.g. on mobile devices, in open-plan offices etc. Gaining alignment within your brand is essential for all employees; an employee who is not aligned is truly a recipe for disaster. We find the turnover rate of staffing steady through a rebrand but dramatically improves as the brand becomes more recognised for standing for something. As the brand develops, showcase those employees who demonstrate brand values. This helps show others understand the type of behaviour that your brand values.
What are the benefits of Planning a Internal brand Engagement?
Proponents of internal engagement campaigns argue that this is a long term investment and that the benefits to an organisation greatly outweigh the program’s cost. Employees committed to your company mission and began to show a concerted effort, and genuine pride in delivering the brand are loyal and vested in your brand’s outcomes.
Finally, remember that internal brand engagement is not a ‘fire and forget’ job to get done but rather an ongoing practice. Allow and encourage adaptation to your brand over time by capturing staff feedback and assessing engagement levels. It’s an ongoing journey with lots of passengers. And lots of navigators are keen to give directions along the way, listen to them and reap the benefits. Remember that internal brand engagement is not a ‘set and forget task. Allow and encourage adaptation to your brand over time by capturing staff feedback and assessing engagement levels through online quizzes and surveys. It’s an ongoing journey with lots of passengers. And lots of navigators are keen to give directions along the way.