Internal Brand: Processes / Practices / People

Internal Branding

Brand experience sits at the top of any company’s list of priorities.   Customer service and team performance (*loyalty of both) relies heavily upon the state of the internal brand and success comes for those organisations with the right structure, approach, technology and people to support it.

Employee Experience, Culture Model   The Higher Mix

What is Brand Alignment?

Improving Brand Experience

Internal Branding is a multi-stakeholder ‘whole of systems’ approach 

Assisting organisations to mine those team interactions, attitudes, values, engagement with customers, communication forums and roadblocks to workflows and performance.   Clearly demonstrating how people fit in (or how they see themselves fitting into) a system,  how company structures/systems/technologies influence their perceptions, motivations, and productivity.

Brand Consistency

Holistic approach across the business 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 your 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 people living the brand day-to-day.  When the tribe understands their role, impact they have and how they contribute to company achievenents – it energizes them and they push harder for results.

Techniques, Tools & Guidance on the Internal Brand 

Anchoring Internal Brand projects in an agile way, across the different disciplines:HR, marketing, brand management, strategy, and operations.  Naturally enough, beginning with leadership styles, behaviours, practices – these are always at the forefront of any 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
  • 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 and report on limiting systems, processes – deconstruct; identify duplication | inefficiencies
  • Balance process with external feedback/ perceptions from clients, customers, shareholders, and other external parties
  • 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
  • Measure brand health, organisational health, organisational readiness
  • Mid-to-longer term strategies to build capabilities and skills
  • Activities, process, communications to empower teams – understanding of future intent,  who, what, why your company does what it does
  • Review of HR and Marketing techstack – advice, growth hacking 
  • Assess styles, methods communication and marketing,  digital footprint
  • Relevancy of communications (mainstream and digital):  reach, efficiency, personalisation, tactics, channels, platforms and measurement
  • 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,  tools, techniques and the guidance your team needs to find real momentum.