Internal Brand: Processes / Practices / People

Internal Branding

Focuses on the activities, experiences, impressions formed and held by your people.  Internal branding services are concerned with organisational behaviour, making visible that which inhibits or discourages people in the workplace.

Brand experience sits at the top of any company’s list of priorities, because customer satisfaction and team performance (and loyalty of both) relies so heavily upon strong internal branding.  And success comes for those organisations with the right structure, approach and people to support it.

Employee Experience, Culture Model   The Higher Mix

What is Brand Alignment?

Improve The Brand Experience

Internal Branding – Multi-Stakeholder ‘Whole of Systems’ Approach 

The Higher Mix examines team interactions, attitudes, values, engagement with customers, communication forums and roadblocks to work flows and performance. 

Our services and insights clearly demonstrate how people fit in (see themselves fitting into) a system, and how the company structure/ system influences their perceptions, motivations and productivity.

Brand Consistency

Our mandate is to ensure there’s as little inconsistency as possible between company identity (brand promise), the offer (EVP, OVP, CVP) and operations (operational environment, internal teams, servicing etc.)End to End Branding, Brand Alignment The Higher Mix

Bridging Strategy and Execution

Internal branding brings a brand alive for teams; strengthening their resolve and emotional connection to the work and the organisation.  

Insights gleaned from examining/analysing/measuring certain constructs; collective sense of belonging, commitment from your people living the brand day-to-day.  Because when the tribe understands their role, impact they are having and how they contribute to company’s achievements, this energizes them and they push harder for results.

Techniques, Tools and Guidance on the Internal Brand 

Anchoring Internal Brand projects in an agile way, across the different disciplines – human resources, marketing, brand management, strategy and operations.  Naturally leadership styles, behaviours, practices are also at forefront of the internal branding effort.

  • Bridge gaps between exec aspirations, technicalities, attitudes of project teams / internal stakeholders most impacted by change
  • Quantitative | qualitative research for review of brand and culture environments
  • Balance that process with external feedback/ perceptions from clients, customers, shareholders, and other external parties
  • Assess employee life-cycles; tribe dynamics, engagement, behaviours
  • Organisational structure, people processes, practices and touch-points, values, vulnerabilities, distinctiveness, unmet needs of key stakeholders and much more
  • Identify inefficiencies incl. cost savings, reduction of workforce-related expenditure and waste
  • Observe, report on limiting systems and processes (deconstruct; identify duplication | inefficiencies)
  • Address human inter-relationships in meaningful ways – better managed experiences, inspired internal talent and customers
  • Engage potential talent externally; encourage talent to join
  • Mid-to-longer term strategies to build capabilities and skills
  • Activities, process, communications to empower teams – increase understanding of future intent, and who, what, why your company does what it does
  • Explore synergy between employees’ personal values and company values
  • Assess styles, methods communication and marketing
  • Assess improve digital footprint
  • Review of HR and Marketing technologies, assessment & advice, growth hacking 
  • Relevancy of communications (mainstream and digital):   reach, efficiency, personalisation, tactics, channels, platforms and measurement
  • Measure brand health, organisational health, organisational readiness
  • Comprehensive metrics around both team and customer experience and performance metrics (unaided recall, awareness, recruitment, response rates, time-to-fill, retention etc). 

Full scale / scope implementation, the tools, techniques and guidance you need to gain real momentum.