Branding is an essential tool for any organization. An organization’s mission, goals, values, physical environment and employees are all necessary for a successful brand.
It is important for a company to brand itself internally, with the help of employees, before publicly marketing a brand. During branding, organizations must remember:
- Employees are full-time ambassadors of the brand
- To make internal branding a priority
- A company’s brand is more than just a symbol. It’s a relationship with the customer, which starts with the employees
Jay Rottinghaus, client leader for BHDP’s Branded Environments team, talks about an organization’s best opportunities to internally brand itself for success, the barriers to branding and his branding tips in an article, Building Your Brand from the Inside Out, for the American Management Association.