Internal Branding Strategy: What It Is and How to Build It

The labor market is becoming more competitive. And top talent cannot be easily encouraged by high compensation.

If your company struggles to attract top-tier talents and retain the best employees, it is time to build an internal branding strategy. Internal branding, also called employer branding, can give your organization an edge over the competition.

A solid internal branding strategy has helped many companies achieve their recruitment goals. It can also help yours. In this in-depth guide, you will find everything you need to know about this strategy.


What Internal Branding Is and Why It’s Important for Companies and Employees?

Internal branding is the way a company embodies and communicates its identity, values, and purpose to employees. It is how your employees perceive your brand.

With solid internal branding, employees are likely to believe in your core brand. Employees who believe in your brand are likely to recommend your products and services and become the best at what they do. They will remain committed to your company and become more productive. That’s why it is important to extend the same investment into your internal branding as you do into your external branding.


Differences between Internal Branding and External Branding

One of the differences between internal branding and external branding is the target audience. External branding is for customers, while internal branding is for your employees.

External branding communicates an organization’s value proposition to customers. It is all about what you show to your customers; it includes your logo, color palette, and tone of voice. On the other hand, internal branding is about communicating a company’s value, purpose, and identity to employees.


The Benefits of Internal Branding

If your organization is still on the fence about investing in internal branding, think about all the benefits it offers:


Improve Employee Retention

A solid internal branding strategy will make your employees feel like important members of your company. Employees who feel valuable in an organization are likely to stay loyal.

Attract Top Talents

Employees also do their research about companies before accepting a job offer. If top-tier talents learn about your company’s work culture and reputation, you won’t be having a hard time attracting them.

Ensure Everyone Works Towards the Same Goal

Employees who know the direction they are heading to are less likely to act in ways that counter your brand’s accepted values and culture.

Enhance Employee Morale and Productivity

Productivity and morale tend to increase when employees share a belief in what they are working toward.

Turn Employees Into Brand Advocates

A workforce that sings your praises from the rooftop is a valuable marketing tool that can impact your bottom line. With solid internal branding, your employees are more likely to support your products or services and recommend them.


What Happens When Your Company Doesn’t Have Internal Branding?

Without internal branding, your company is likely to face many different problems, including the following:

  • Poor employee morale and disengaged workers
  • Employees working against your company’s values
  • Staff who cannot sell your offer because they are unsure of its benefits
  • Lackluster work
  • Job dissatisfaction that results in high staff turnover


What Is an Internal Branding Strategy?

Internal branding or internal employer branding strategy is how you will enable and motivate your employees to keep the brand promise and “live it.” It can include defining and communicating your mission and vision, fostering a sense of community, and providing growth opportunities.


How to Build an Internal Branding Strategy? Tips and Recommendations

  1. Define your vision, mission, and values

The first step to building an internal branding strategy is to develop a clear and concise mission and vision statement and define your company values. These will serve as the foundation of your organization’s internal branding.


  1. Get employee feedback.

Internal branding is centered around, defined by, and driven by your employees. So, it just makes sense to get them involved. Start by collecting feedback through surveys, discussion forums, or focus groups.


  1. Create a visual identity for your internal brand and align it with the external one.

A visual identity is needed to make your internal brand memorable. You can create this identity by using logos, fonts, and colors, but ensure they are consistent with your external branding.


  1. Develop a positive workplace culture.

Creating a culture that values and encourages employee participation is one of the keys to building a strong internal brand. There are many ways to do this, such as rewarding employees for a job well done.


  1. Assess and adjust as needed.

Your company won’t stay the way it is. It will grow, and your mission and vision can change. Don’t be afraid to evaluate your brand and make necessary changes.


How Can Kilpatrick Executive Help Your Company Build an Internal Branding Strategy?

Kilpatrick Executive believes that the key to successful business relies on extraordinary people. Our team of expert consultants will use the knowledge and expertise honed by years of experience in the field to help your business create an internal branding strategy that works.

Contact us today and learn how the Kilpatrick team can set you up for success.