Amongst our services as an agency, building a strong internal brand is one of our key offerings and in our opinion the most important one.
But it is also the one that elicits the least response in the market.
We get challenges in the space brand innovation, brand positioning, brand identity, brand purpose, And many other customer focused engagements.
But rarely and truly rarely anything around internal brand.
Which is truly strange.
Research after research has shown the virtuous cycle of Profitability – customer loyalty – employee satisfaction – unique internal brand. Yet despite that the idea that an internal brand is the first step towards building market success doesn’t find traction with many a client.
The organisations/brands take pride in how differentiated and unique their customers feel when they use their products or services.
And to know this and understand this width & depth of differentiation they conduct hundreds of different kinds of research.
Yet the same organisation demonstrate, if I can use a strong word, complete apathy towards their internal ecosystem.
Why do I call it apathy?
Sticking to the external vs internal comparison, with the customers to create relevance, differentiation every brand designs and executes unique messages, activities, events, engagements. Yet when it comes to employees, everything is generic, generic motivational posters, generic events, generic activities, and this sameness is found and seen in organisation after organisation.
And a simple fact that is somehow missed by all is that…
- how can a generic employee create a differentiated brand?
- Wouldn’t a generic employee be indifferent to the organisation he serves? Whether it is A or B means nothing to him/her?
- Why would an employee treated indifferently by those who serve him, serve his customer specially or differently?
- How would an employee not loyal to a company he/she serves, care about the loyalty of the customers?
- And so & so forth
And when we talk about a branded employee, we are not limiting our thinking to beautiful decors and offices.
We are talking about the rigour of the brand management.
Structured. Defined. Measurable.
When I started this agency, the core insight was towards building strong internal brand. I believed that this was an important missing piece, which the organisations need, yet no one was offering specifically.
And this is an area where we wanted to make a difference and believed we could.
If you are interested to know our process, please drop us a mail, we would be glad to take you through our thinking.
