Internal branding vs. External branding.
Which is more important?
First, let’s define the difference:
Internal Branding: It’s all in the name really. This relates to everybody inside the company. It is the connection that employees feel to the company, its mission and values. The greater the feeling of connection, the more likely they will be motivated and productive.
External Branding: Again it’s really all in the name. This is the image that your company puts out to the world via all its marketing/communications channels. If this is strong it will attract new customers and business, as well as retaining the current client base.
So is one more important than the other?
The short answer is No! For the most effective growth of new customers is to aim to have a solid foundation in both. To have strong internal branding will help to strengthen the external branding and vice versa.
So how to ensure that both are strong and supporting each other. Below are some points.
- Define your company’s mission and values. What are the principles guide your business? What did you stand for?
- Communicate your mission and values to your employees. Make sure that everyone in the company knows the mission and values, and that they are aligned to them.
- Create a positive work environment. Providing a safe, healthy, and supportive workplace where employees feel valued and respected will help to boost employee loyalty and connection.
- Celebrate successes. When employees achieve something great, make sure to recognize and celebrate their success, give them pride in their work. And make sure that its not only just internal knowledge, share it with the world.
- Develop a clear and consistent brand identity. So really, your company’s name, logo, colours, and tagline.
- Create marketing materials that communicate your brand message. This is your many channels of communications, so your website, brochures, advertising, and social media posts.
- Provide excellent customer service. This is were internal and external really meet. It’s one of the best ways to build a positive reputation for your company. And this can be affected by anyone from the first to the last point of contact (even if that last POC is a package/box)
- Get involved in your community. Show that you care about the people and places where you do business. It will make you appear authentic, which in this social media age, is critical.
So yes, both are important to get right in conjunction with each other to ensure that your reach, attraction and nurturing of prospects (and customers alike) to grow your business. Hopefully this helps.