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
Customer Needs Jonathan Poland

Customer Needs

Customer needs are the factors that make a product or service valuable to a customer. These needs can be functional,…

Value Proposition Jonathan Poland

Value Proposition

A value proposition is a statement that explains the unique value that a company offers to its customers. It is…

Anchoring Jonathan Poland

Anchoring

Anchoring is a cognitive bias that occurs when people rely too heavily on an initial piece of information, known as…

Market Potential Jonathan Poland

Market Potential

Market potential is the entire size of the market for a product at a specific time. It represents the upper limits of the market for a product. Market potential is usually measured either by sales value or sales volume.

Top-down vs Bottom-up Jonathan Poland

Top-down vs Bottom-up

Top-down and bottom-up are opposing approaches to thinking, analysis, design, decision-making, strategy, management, and communication. The top-down approach begins with…

What is a Tagline? Jonathan Poland

What is a Tagline?

A tagline is a short, catchy phrase that is used to summarize the core message or value proposition of a…

Innovation Objectives Jonathan Poland

Innovation Objectives

Innovation objectives are aims to significantly improve something through the use of experimentation, risk-taking, and creativity. These goals tend to…

Internal Communication Jonathan Poland

Internal Communication

Internal communication is the exchange of information within an organization that is designed to help it achieve its goals. This…

Product Risk Jonathan Poland

Product Risk

Product risk refers to the potential for negative consequences that may result from the development, production, or use of a…

Content Database

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

Disruption Strategy Jonathan Poland

Disruption Strategy

A distribution strategy outlines how a company plans to make its products or services available to customers. This includes not…

Sales Channels Jonathan Poland

Sales Channels

A sales channel is a way of selling products or services to customers. This can include direct sales, such as…

Design-Driven Development Jonathan Poland

Design-Driven Development

Design-driven development is a product development approach that places a strong emphasis on design, with a focus on form, function,…

What are Field Services? Jonathan Poland

What are Field Services?

Field service involves managing and deploying resources and assets at customer, public, and third-party locations, as well as providing services…

Best Industries for Selling B2G 150 150 Jonathan Poland

Best Industries for Selling B2G

The best industries for companies that want to acquire a government contract or grant are those that are aligned with…

Customer Avatar Jonathan Poland

Customer Avatar

A customer avatar, also known as an ideal customer profile, is a detailed description of the specific type of customer…

Types of Work Jonathan Poland

Types of Work

Work refers to any productive activity or pursuit that is undertaken in order to create value. There are countless types…

Data Infrastructure Jonathan Poland

Data Infrastructure

Data infrastructure refers to the hardware, software, and network resources that support the collection, storage, processing, and analysis of data.…

Cognitive Abilities Jonathan Poland

Cognitive Abilities

Cognitive abilities refer to the mental processes that allow individuals to acquire, retain, and use knowledge. They are foundational types…