What is the internal brand and why is it important for your business?
January 5, 2013
In traditional marketing principles, a company’s brand represents its promise to its customers.It tells the world who the company is and what it delivers. (Krell 2006) An effective brand
brings your products and services to life for your customers.
Employees, whether in acustomer service role, or working behind the scenes, deliver your brand’s promise to your customers. As emissaries for your company, it is vital for your employees to know andunderstand your brand, what it means, what your company is promising inside and outsidethe company, the organization’s external marketing message, and how your goals, valuesand purpose reflect on their own beliefs and values.
“The brand is about our client’s interaction with us. It’s a small but crucial distinction,” saysAllan McKisson, vice president of human resources at Manpower in Milwaukee. “The aspectof the brand that matters most inside the company is an intangible one: how employees’understanding of the company’s brand influences their behavior, whether they interactdirectly with customers or not.” (Krell 2006)The 2006 Internal Marketing Best Practices study, conducted at Northwestern University,identified six key characteristics that drive successful internal marketing programs. (Forum2006). “The study, based on interviews with executives at 18 international corporationssuch as Cisco Systems, 3M, Kellogg’s, McDonald’s and The Ritz-Carlton, shed light onstrategies and tactics that align, motivate and empower employees – at all functions andlevels – to consistently deliver a company’s brand promise, which helps businesses reachtheir goals.” (Forum 2006)These six characteristics include:
senior management participation;
integrated organizational structure;
a strategic marketing approach;
partnership between management, marketing and human resources;