How to make sure everyone in your company is “on-brand”
What is your “Brand”?
Your brand is more than just a logo, colour, or name (although this is part of it). It is also the image that pops into a customer’s mind when they think of you. This image is affected by both “internal” and “external” branding. Internal includes all elements inside the company such as the vision, mission and values and service standards. External includes any touch points that the customer has with the messaging, website and other marketing channels.
Our focus for this blog:
As you will now have gathered, we are focusing on internal branding in this blog. More specifically, the personal in the company.
Yes, everyone. From directors and managers to dispatch. Every person in the organisation is part of the internal brand. Their pride in and connection with the company and its vision, mission and values is of paramount importance. It’s the last key to external branding. Because what’s the point in making your company look great externally if your people dont believe in the company? The end result would be that you have a lot of prospects coming to you for your offering and, due to a poor customer experience, never coming back. Not what any business want’s.
So how to get everyone “on-brand”!
Below we cover the necessary points to ensuring your “brand” is as strong internally as externally.
- Define your brand identity. What are your company’s core values? What makes your company unique? Once you have built of your brand identity its time to communicate it to your employees.
- Set service standards: Setting service standards is key to ensuring that any clients journey with you is consistent. They know the process for every order, and if they have question or queries, that they will be delt with quickly and efficiently.
- Train your employees on your brand. Make sure that all of your employees understand your company’s brand identity and how to represent it in their work. You can use training programs, workshops, and other resources.
- Empower your employees to be brand ambassadors. Encourage your employees to talk about your company and its brand in their personal lives. Encourage use of social media, word-of-mouth, and other channels.
- Measure, track, evaluate and refine your brand performance. Track how well your company’s brand is being perceived by customers. Use surveys, social media monitoring, and other methods. Now use that data to make sure that amendments are made and communicated to keep you ahead of the game, and your customer satisfied.
Below we have included a small visual check for you. So you can track your progress. Happy branding