Many companies are starting to realize that branding that targets customers and consumers is not enough. Branding has to be used internally, as well.
Rebranding that does not include internal processes can be problematic. The company’s employees must be a part of the process, and participate in this exciting change.
It is very important to explain to the employees the thinking behind your rebranding. Focus on the values, the vision and the differentiation. Try to make your employees feel proud of where they work.
Why is this so important? First of all, because the company’s employees come in contact with its customers. They are trusted to convey the company’s message with emotion. Therefore, they must truly connect with it.
For example: As part of its rebranding efforts, employees working in pharmaceutical company were requested to speak to customers in a professional yet causal manner. They were instructed to avoid “highbrow” language that many customers would find hard to connect with. If the company’s employees feel a connection to the company’s ideology and values, they will perform their task with more conviction.
A connection with company values can also come in very helpful in employee retention. Many companies find it hard to retain their employees, yet when employees feel engaged to their work environment – including design, messaging and values – they may think twice before leaving. Especially if they think that the company has a bright future.
Office Branding
Our employees are our most precious asset. They work long hours at the office, and are expected to perform. Office branding is important, because it reminds employees of the company’s “why”. When employees are exposed to key messages they can identify with, it’s easier for them to get the job done.
When creating internal branding messages, it is important to speak a unified language. Use the same colors and materials throughout the office. You don’t have to settle for simple wallpaper. Don’t be afraid to be creative. You can use custom-made stickers to cover meeting room walls. Some designed stickers can double as chalkboards that come in handy during meetings.
Many companies choose to cover some of their office windows with branding messages. These covers also help create a sense of privacy. When it comes to office branding creativity, the sky’s the limit. Use whatever materials you want, but don’t compromise employee comfort and engagement.
Offices that can create internal branding that positively impacts its employees as they come in in the morning, will most likely be very high-functioning.
To sum up…
Creating a sense of pride is critical to organizational success. It must be taken into consideration during the branding process. Employees who feel connected help their companies succeed and generate additional revenue.
