Why Companies Should Brandish Their ‘Internal Brand’

Although many organisations still see brand primarily as a marketing tool, an increasing number are beginning to pay equal attention to the application of the brand internally. They describe this focus in various ways, the most common terms being internal brand and employer/ee brand.

Key messages…
– The two facets of internal branding are the ’employee’ brand (external face inside) and ’employer brand (internal face outside).
– To achieve an ’employee’ brand, realise that: consistency is the essence of brand; employees need to live the values of the organisation; choosing the right moment to launch branding campaign is critical; and it is important to keep building the brand after launch.
– It’s not enough to aim for ’employer of choice’; your employer brand must match your business strategy.

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