Internal Reflections

Add comment September 4th, 2008

Branding is a buzzword that frankly is a bit like some of the political polemics we’ve been hearing the last couple weeks - there’s lots of “red meat” but what how does it really affect me or my business? And if you as a manager or owner don’t communicate your brand promise internally, how can your employees know how to help you achieve your branding goals?

In the briefest of descriptions, branding is the act of creating an image of quality around the particular product or service you provide, thus ensuring quality experiences for customers who will come to expect that same level of quality in the future. In earlier, simpler times, branding would have been described simply as good business - people like your products, your company, your service and become repeat customers.

Employees are not only the lifeblood of your business but also perhaps the most underutilized - but potentially most effective - asset in conveying your brand to your audiences.

As an internal communications refugee, I can attest to what good internal comms can do to move an organization forward. More importantly, I’ve seen what poor internal communications can do to decay an organization from the inside.

I’ve also seen  employees who feel good about being part of the team generally become a de facto advertising channels for your business. Here’s how you can help that process along:

1. Create a culture of communication. The best internal communications are self-sustaining, not top-down. How can you as a manager encourage cross-team communication? They know from customer experience; cultivate and be open to their ideas and suggestions.

2. Educate them. Show employees  how they can become part of the company’s success and they’re likely more than willing to meet you halfway. Rising water raises all ships.

3. Invest heavily in customer service. Give your front-line people the tools they need to make decisions. Let them know what’s happening with your advertising and give them updates on industry trends. Empower them to make decisions that ensure a superior customer experience. Little can do more damage to a good brand than poor front-line customer service.

4. Employees aren’t human billboards. They’re not there to simply further your marketing or branding message. But give them the tools they need to do their jobs well, respect their contributions, and they will respond positively by carrying your message out into their communities.

Want more? See Ad Age’s recent piece about how Zappos.com employees have become brand ambassadors here.