Why Branding to Employees is as Important as Branding to Customers

Here’s a story on perfect branding culture: During a visit to the NASA space center in 1962, US President John F. Kennedy noticed a janitor carrying a broom. He interrupted his tour, walked over to the man and said, “Hi, I’m Jack Kennedy. What are you doing?”

“Well, Mr. President,” the janitor responded, “I’m helping put a man on the moon.”

To most people, this janitor was just cleaning the building. But in the more mythic, larger story unfolding around him, he was helping to make history.

Here’s the point: No matter how large or small your role, you are contributing to the larger story unfolding within your life, your business and your organization.

The story is an incredible example of a great brand culture in an organization. When your employees are so sold on the vision and idea of the company, they produce great results.

As a marketer, when you put out a brand message across for your customers, they expect a similar context when they speak with a representative. For example, say you put out an advertisement “We offer great holiday experience at best prices”, and when customers starts calling your sales rep, sales rep says “We offer cheapest holiday packages” and your customer support answers the call with “We offer holiday packages which are better than our competitors” — You see, there is a problem. Your messaging should be aligned throughout your customer touch points. That’s very very important. A customer deserves to receive same messaging from all the sources so that it doesn’t confuses him, and also gives you a much needed brand consistency.

How can you educate your employees on your brand messaging?

It might sound like a futile expense but spending on internal branding takes your brand culture a long way. Needless to say, stronger the brand culture internally, better the customer experience externally. Present gifts to your employees that contains your brand message. Have your office speak your brand colors. Put your brand message and vision on the office walls. Include the brand messaging in your open-house/townhall talk or company-wide presentations/seminars. Have fun fridays themed on your brand.

Look at google. I visited Google Mountain View headquarters in June this year. Their campus speaks the brand Google so loud. The building walls had Google colors, employees had Google merchandises from head to toe (Cap, t-shirt, backpack, water bottle, even the shoes), they had Google Bikes (multicolor bicycles they call Gbike) that employees use to commute inside the campus, they had a park dedicated to the android versions etc.

Take cues from companies like Google and start branding internally. It takes your brand message a long way.

Of course, when you plan to upgrade your office to speak your brand message, we are there to help. Write to us at info@vinikafashions.com and let’s discuss how we can help.


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