Internal branding is about examination and invigoration

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Internal branding is about examination and invigoration

Employees in a services company are the brand. The more informed they are about the company’s mission and vision and what it fundamentally stands for, the more the chances of other stakeholders experiencing the brand in its fullest manifestation. Let us say it in another way. Aware, focused and mission-sensitive employees don’t come readymade. You have to work on them and create them. Sometimes they all want to be relevant to the organization but really don’t know what the organization stands for and believes in. On other occasions a few shots of inspiration can get them all charged up and the whole company invigorated. Internal branding therefore is a challenging journey. As much as doing external branding. It has all the basics that go into the external branding journey.

Starting with the ground check – what is the current situation and the journey that needs to be taken, different target groups with their own likes and dislikes, varying levels in the hierarchy, pressures of peers and the character of the leadership and such contributors. Just imagine if all of these have to gel together as a cohesive, commonly perceived repository of messages, which bring about a perceivable impact.

Our approach to internal branding is first to know the temperature in the organization. Where does it stand now before the launch of the branding process? To assess this we do a combination of work group sessions, town hall meetings, depth interviews with change agents, leadership and those employees who have the capacity to transform the system . In some cases we even speak to vendors and other associates who interact with the organization. Once this is collated we share with the communication team what we saw, heard and what we think given the detailed phase of examination. We then align the teams on the existing organization’s temperature and then draw up a complete plan of communication with the touch points, elements and virtually all the windows that are needed to bring about change. Logo re-haul, articulating the purpose of existence, isolating the priceless ingredients within an organization, finding the right kind of mediums to connecting on social media networks we can do all these activities. Internal branding is a serious affair. We understand it better than many others.