Internal branding is like gardening. To prevent your crops and fruits from withering and rotting, you must invest considerable effort in nurturing the roots of your plants. 

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In this insights article, we will be exploring the essence of internal branding, how neglecting it can jeopardize your brand, and outline practical steps to building a sturdy internal brand.

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First and foremost though, 

What is Internal Branding?

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Internal branding is the process of making your employees love your brand and embody its values. It is all about creating genuine connections, turning them into champions and storytellers for your organization.

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Importance of Internal Branding

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Internal branding isn't just a fancy buzzword. It's a fundamental strategy that can make or break your organization's success. It is like the supporting pillars or beams preventing your overall brand image from crumbling. When your employees truly understand and embody your brand, they become living, breathing advertisements for your company. However, the opposite is also true; without a solid internal branding strategy, your brand will rot - and nobody wants that.

Actionable Steps to Avoid Brand Rot

Building a strong culture doesn’t just happen. It requires you to be intentional about improving communication, and setting up efficient systems. Here are some steps to help you achieve this: 

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1. Ensure Your Team Understands Brand Vision: Start by sharing your brand's vision and values with your team, then translate them into everyday actions. For instance, promote innovation by encouraging free idea exploration. When everyone understands and lives these values, your team becomes brand ambassadors.
2. Create Effective Communication Channels: Ensure open and clear communication within your organization by keeping your team(s) informed about relevant updates and initiatives. Also, use communication tools wisely. They can directly affect the culture you are building; emails build formality and tools like Slack or Zoom calls tend to create a more relaxed atmosphere.
3. Involve Employees in Decision-Making Processes: Your employees, especially those on the front lines, can offer valuable insights for building your brand. This collaborative approach not only makes them feel valued but also deepens their connection and sense of responsibility for your brand's success.
4. Train and Develop Your Employees: Empower your team through education and training. Organize workshops, seminars, and online courses to enhance their understanding of your brand. Create skill-building opportunities, such as leadership and communication training, to create dedicated brand champions.
5. Monitor Your Brand Health: Maintain your brand's health by setting high standards and conducting regular audits. Assess how your brand is represented internally and identify areas for improvement. This proactive approach safeguards your external image and ensures that your employees are always on board with your vision.
6. Align Leadership with Brand Vision: Make sure everyone in leadership understands and follows your brand's vision. Leaders should act in a way that reflects your brand's values and motivates their teams to do the same. What leaders do can either strengthen your brand's identity or lead the organization away from its fundamental values.

Long Live Internal Branding

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In summary, internal branding is an ongoing process. Keep equipping your employees, and finding ways to improve your internal processes. This will keep the stench of rot from your brand and keep it out of the clutches of death. While it's true that nothing lasts forever, fostering the right culture can extend your brand's life for decades to come. 

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You need to answer this question first, “what culture are you trying to build?”

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