Internal Branding

Internal Branding

Internal Branding Jonathan Poland

Internal branding involves creating a strong brand identity within the company itself, rather than just focusing on marketing to customers. By aligning the company’s actions and messaging, internal branding helps to create a sense of authenticity and coherence within the organization. This can lead to increased employee engagement and a more cohesive company culture. By building a strong brand from the inside out, companies can create a more authentic and genuine brand identity that resonates with both employees and customers. The following are common types of internal branding.

Brand Strategy
Involving employees in branding. For example, ask all teams or individual contributors to submit a short statement of what the brand means to them.

Communication
Get insiders talking about the brand. Communicate brand initiatives to employees and encourage them to share it openly.

Corporate Culture
Work to align your norms, rituals, expectations and habits to your brand.

Training
Training that goes beyond the technical details of how to do a job. Explain why work is important and how practices connect to your identity and values as a firm.

Customer Experience
Design and deliver experiences that live up to your brand in areas such as customer service, communications, websites, tools, products, services and environments.

Quality
Quality control and the design of quality products beginning with product development.

Operations
Aligning operations practices in areas such as sustainability to stated brand values, mission and vision.

Recruiting
Recruiting people who match your culture and brand. If your brand claims to be obsessed with sports, hire people who are obsessed with sports.

Performance Management
Performance management that reflects your brand. If your brand is about diligent and friendly customer service, this would be reflected as goals for any employees who meet customers.

Learn More
What is a Lifestyle Brand? Jonathan Poland

What is a Lifestyle Brand?

A lifestyle brand is a type of brand that is designed to appeal to a particular way of life or…

Digital Goods Jonathan Poland

Digital Goods

Digital goods are products that are delivered and consumed in digital form, rather than as a physical object. These goods…

Change Strategy Jonathan Poland

Change Strategy

Change strategy is the process of planning and implementing change within an organization in a systematic and effective manner. It…

Conceptual Framework Jonathan Poland

Conceptual Framework

A conceptual framework is a theoretical structure that represents and organizes a set of concepts and ideas. It is used…

External Risk Jonathan Poland

External Risk

An external risk is a type of risk that is outside of your control and cannot be influenced or managed…

Customer Service Principles Jonathan Poland

Customer Service Principles

Customer service principles are guidelines that an organization follows to shape its service strategy, policies, procedures, measurement, and culture. These…

Bank Derivatives Jonathan Poland

Bank Derivatives

Bank derivatives are financial instruments whose value is derived from an underlying asset, index, or other financial instruments. They are…

Market Risk Jonathan Poland

Market Risk

Market risk is the possibility that the value of an investment will decline due to changes in market conditions. This…

Strategic Advantage Jonathan Poland

Strategic Advantage

A strategic advantage refers to a position that gives a company an edge over its competitors and makes it likely…

Content Database

Search over 1,000 posts on topics across
business, finance, and capital markets.

First-mover Advantage Jonathan Poland

First-mover Advantage

First-mover advantage refers to the competitive advantage that a company can gain by being the first to enter a new…

Budget Risk Jonathan Poland

Budget Risk

Budget risk refers to the potential negative consequences that a business may face as a result of budgeting errors or…

Process Automation Jonathan Poland

Process Automation

Introduction: Process automation refers to the use of information systems to automate business processes in order to improve efficiency and…

Attribution Marketing Jonathan Poland

Attribution Marketing

Attribution marketing is the practice of identifying and analyzing the key events or actions that contribute to customer purchases or…

Cultural Norms Jonathan Poland

Cultural Norms

A cultural norm is a shared belief or behavior that is considered to be acceptable or appropriate within a particular…

What is Throughput? Jonathan Poland

What is Throughput?

Throughput is a term used in business and engineering to refer to the rate at which a system or process…

What is Service Life Jonathan Poland

What is Service Life

The service life of a product refers to the length of time it can be used before it needs to…

Business Case for Selling B2G 150 150 Jonathan Poland

Business Case for Selling B2G

A hypothetical example of a business case where a company could potentially double its revenue by securing a specific government…

Business Capability Jonathan Poland

Business Capability

A business capability is a broad term that refers to the things that a business is able to do or…