What Is Internal Branding?

Internal branding is to help inform and encourage employee activities and processes.

Internal branding

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Internal branding is helping

Many companies attach great importance to external brand management. However, many companies have not paid enough attention to internal brand management, which has led to the overall imbalance of brand management and affected the improvement of brand image. Brand management should be "internal and external repair", "fix the root cause," rather than simply "fat and powder." Therefore, enterprises should strive to improve their internal brand management from the following three aspects.

Strengthen the brand's "sudderness" concept The word "saneness" was originally a Confucian language, and it was first seen in "Book of Rites · The Doctrine of the Mean." I am afraid that I will hear it forever. Nothing is hidden, no obvious. So gentlemen are careful. "The meaning is that gentlemen cannot be separated from morals at any time, otherwise they are not truly moral people. . The more a gentleman is in a situation where others cannot see or hear, the more he should be very cautious and consciously prevent doing unethical things. The quality of a person is best seen when it is the most concealed, and the soul of the person is best shown in the smallest place. Therefore, even when a gentleman is alone, he can still be cautious, regulate his behavior, and do not do anything immoral. Today, "careful independence" has become a method of moral cultivation and the realm of life that should be reached, and even a virtue. It requires people to consciously practice moral norms without supervision by themselves. For example, the interpretation of prudence in Cihai is: When you are alone and unattended, you must be cautious. So, for a brand, why do you need to be "single and independent"? We know that in the manufacturing process of a product, it is impossible for all production processes to be "monitored" by the society, and it is impossible for the society to find all the problematic links. Even if they are found, most of them are not discovered immediately, and some consumers are always victimized. For example, before the exposure of the media to Bright Milk, KFC and other brands, almost no one knew that they had problems. Only when it was widely reported in the media, did we know that "the spoiled bright milk is returned to the factory for processing and then sold", and that KFC's "Spicy Chicken Leg Fortress", "Spicy Chicken Wings", and "Broken Chicken Rice" and other products contain "Sudan Red Number One "ingredient. However, to put it another way, if these brands can be "sautious", Guangming will not process the spoiled milk and sell it to innocent consumers, and KFC will not process and sell ingredients containing "Sudan Red One" Food, the brand crisis will not occur in the future, let alone crisis public relations after the Eastwind incident. In fact, whether it is government supervision or media supervision, the scope of its actual control is ultimately limited. Only when a brand knows and strives to "be careful" can it manage its internal brand well and truly reassure consumers. This is the case with world-renowned brands, what about other brands? It can be said that what the public needs is a number of brands that can be "careful for independence", and the internal brand management must strengthen the concept of "carefulness for independence". However, for a brand, how can it be "sautious"? Yuanzhuo's brand planning agency has a view called "Brand is character", that is, while reflecting the labor results of people, the brand also focuses on the comprehensive quality of the brand shaper, and even more directly, the brand is the whole Direct display of branding personnel character. For example, if a consumer buys a brand of air conditioner and finds that the quality of the air conditioner is poor and the quality of after-sales service is also poor, then we can basically assert that the character of its brand-building staff is basically on the same level as the air conditioner. Because what kind of branding staff basically determines the quality of its related products and services. At this point, we can naturally understand that if a brand is to be truly "scientific and independent", then the brand-building personnel associated with it must be "scientific and independent", including senior leaders, purchasers, quality inspectors, heads of branches, and front-line staff. Workers and all company employees who influence the brand. Of course, one of the key points is that the top decision maker of the brand must first be a gentleman and be able to be "scientific and independent", and then there may be "scientific and independent" among the company's employees. Can become a cover. It can be said that only in this way, we will continue to strengthen the brand's "sudden independence" concept, so that we can do a good job in internal brand management. The fundamental element of implementing the "all-brand management" brand is people. The building of a successful brand is not something that can be done by one person, a department, or a consulting company. It requires the participation of all employees of the enterprise and requires that all employees have brand management. Consciousness, consciously maintaining the brand image, that is, "full brand management". For example, the branding of construction enterprises requires not only excellent sales, excellent design, and sophisticated manufacturing, but also high-quality construction and sincere service. Therefore, only on the basis of a strong sense of responsibility and conscious brand awareness in each link, can a company finally shape a good brand. For example, if the salesman of a construction company talks about how excellent the quality of his company's engineering is, but after the project is completed, it will leak every time it rains, call for repairs, and "only listen to people's promises, but don't see people". Such a company is unlikely to build a successful brand anyway. In other words, branding must be based on excellent engineering (product) quality and sincere customer service, so branding requires the full participation of all employees. In fact, everyone has their own brand, and the corporate brand should be based on the personal brand of the employees, that is, the "big brand" of the enterprise is largely an organic collection of the "small brands" of all employees. For an enterprise to carry out internal brand management, its employees must attach importance to the construction of personal brands, because employees are outsiders who understand the company's "living advertisements". Only a good personal brand image can spread a good corporate brand image, otherwise the corporate brand image will Lost the foundation on which to live, it has become a "wood without a root." Especially the personal brand of the company's sales staff, it directly affects the customer's evaluation and positioning of the company's brand. A disheveled, talkative salesperson can hardly win customer favor, even if he talks about his own business. For example, many years ago, a salesman of an internet company broke into the company without an appointment and said that he would provide a series of services for the website. He repeatedly emphasized the taste and strength of his company, but from his head and shoulders In terms of dandruff and lack of self-confidence in language expression, it is difficult for the author to believe in the strength and taste he emphasized, and the results are naturally known. Doing a Good Job in Brand Internal Communication The internal brand management must do a good job in brand internal communication. The cost of internal brand communication is much lower than the cost of external brand communication. However, due to the lack of internal brand communication concepts, many companies have neglected the internal brand communication, which can easily lead to uneven brand performance and severely affect the brand image. Promotion. Therefore, to improve the brand through internal brand management, it is necessary to do a good job of brand communication within the enterprise. Specifically, it mainly includes the following three aspects. First, the brand communication of the internal media of the enterprise. Corporate newspapers, corporate magazines, corporate websites, corporate bulletin boards, corporate exhibition halls, etc. are all important positions for internal brand communications. Corporate brand managers must systematically plan the content of brand communications in accordance with the actual conditions of these media in order to enhance the overall Brand. Second, brand communication in internal activities of the company. Companies generally hold various meetings and events, such as company anniversary celebrations, New Year's Day welcome party, Mid-Autumn Festival party, company sports meeting, new employee induction ceremony, company marketing annual meeting, company year-end summary conference, departmental regular meetings, etc. A good opportunity for internal brand communication, corporate brand managers must systematically plan for brand positioning and strategic needs in order to successfully spread the brand within the company. Third, brand communication in fixed places of enterprises. Enterprise factory buildings, stairs, elevators, office building corridors, canteens, toilets, gatekeeper meeting rooms, reception rooms, offices, etc. Enterprise fixed places are also important positions for internal brand dissemination, and they must not be ignored. They need to be systematically planned and highlighted The brand achieves a subtle effect, thereby effectively improving the brand. Xie Fuliang Source: Global Brand Network