“How well a brand is delivered externally depends on how well it is understood internally.”
I recently came across this quote from DixonBaxi’s gorgeous book, Monograph, and it really struck a chord with me.
When we go through a branding or rebranding process, we often focus heavily on how the outside world sees our brand. However, the truth is that how a brand is perceived externally is closely tied to what’s happening inside the organization. And here’s the thing: most employees don’t understand or believe in their company’s brand. Even more concerning — fewer are prepared to deliver on it.
Clever messaging, aspirational mission statements, and impactful visuals are great and all, but if the average employee can’t relate to them or translate them to their teams and/or customers, it will all fall flat.
Put your employees first
Employees are not just parts of the organizational machinery; they help shape your brand story. The first step in delivering a brand is prioritizing employees as the most important audience. When employees feel valued, engaged, and aligned with the brand’s vision, they become invested in its success. This prioritization nurtures loyalty and commitment, creating a positive organizational culture that radiates outward.
Empowered employees = brand advocates
When employees understand and believe in the brand, they naturally become advocates. This understanding goes beyond memorizing a mission statement; it involves grasping the core values, unique selling propositions, and the company’s broader purpose. Employees who are well-versed in these aspects, from customer service representatives to senior executives, become a living representation of the brand’s identity.
Employee alignment strengthens brand consistency
An organization’s brand is a commitment to its customers, and employees are the guardians of that commitment. A well-understood brand internally ensures a consistent and coherent message externally. When employees align with the brand, there is a smooth flow of communication, resulting in a unified voice across all touchpoints.
Employees who embody the brand enhance customer satisfaction
Many employees are at the forefront of customer interactions. When they embody the brand values and understand its nuances, they can provide a customer experience beyond transactions. This enhanced customer experience becomes a powerful differentiator in a competitive market, increasing customer satisfaction and loyalty.
Branding isn’t just about your logo; it’s about forging an identity that resonates with your customers AND employees. It’s something they can connect with, feel a part of, and proudly showcase to the world. While it might seem unconventional, the most effective brand strategy is the one that truly inspires your team. It’s not just about delivering results; it’s about breathing life into a vision they are passionate about. This passion will resonate with your customers and, in turn, build trust and loyalty.