Internal Branding? What Is That Exactly?

Everyone knows what a brand is, and everyone knows what advertising is. Some of us may be confused about promotion and merchandising but most have a basic idea, at least, of what they are.

Lately, a lot of people have been asking me about internal branding. What exactly is internal branding? It's definitely a hot topic, on which seminars and workshops are offered all around the country. By my count, seven major internal branding conferences were held over the past year and a half, and we participated in four of them, and even chaired the American Strategic Management Institute's Internal Branding Summit last year, where we heard some outstanding presenters address the topic.

It's hot, but what is it? Very little is written that defines internal branding; so as one of the pioneers of this new branding phenomenon, I decided to pound a stake into the ground with my definition. We have earned the right to do this, because, for six years and more, since we started our firm, we have been promoting the power of internal branding with our Inward Marketing Methodology: we really are the internal branding company.

Before I explain what internal branding is, let me clear up some misconceptions. It is NOT letting your employees know about your new advertising campaign. It does not consist of handing out t-shirts and baseball caps to announce a new strategic initiative, name change or company vision statement. Really, it is not anything remotely like these things.

So what it IS internal branding? Why is it important? When should I do it?

Here is Inward's definition: Internal branding is a cultural shift within an organization, where the employees become more customer focused and more business focused. You achieve this by an organized, communications and behavior driven process, which leads to a desired end state. Meanwhile, at all levels in the company, one big question is answered - "What's in it for me?" After they hear and learn about the internal brand initiative, every single employee should understand what job behavior you expect from them, and how they contribute to the company's success. You need to reinforce the behavior you want, and bring it into line with HR policies, internal communications and corporate marketing efforts and strategy.

Effective internal branding brings huge benefits. Companies whose workforces understand how they operate and make money perform better. Committed employees provide stronger performance and higher customer satisfaction.

Important data that supports this connection between understanding and internal change was released recently. This study (produced, much as I hate to admit it, by our competitor, McKinsey) concludes that change-management programs succeed only when employees at all levels-senior managers, middle managers, and the front line-share the will and the skills to change. McKinsey studied change programs at forty organizations, and found a strong correlation between good skills for managing change and the value an organization carries away from these programs. These skills, I would add, are the product of effective change communications and internal branding programming. The more knowledgeable, convinced and supportive the workforce is, the faster you can implement change. Strongly accepted change is sustainable, and that saves both time and money.

When all is said and done, successful internal branding lifts brand equity, customer focus and ultimately shareholder value. One of our high tech presenters at the April conference shared startling numbers that demonstrated a powerful correlation between internal branding efforts, external branding efforts and shareholder equity. It's all about the facts, the data, the metrics and accountabilities.

So the question becomes, "How should a company do internal branding or Inward Marketing?" Here are some of key elements/best practices we've gathered from studying this topic for the past seven years.

* A brand is a process driven, long-term proposition. Not a deliverable! And so is internal branding.
* Internal branding follows a sequential process; through which employees achieve internal brand success. There is a difference between communicating a message, getting it understood, and changing behavior.
* You must have senior leadership participation and involvement throughout the process of internal branding. You can't delegate this or let the managers drive it.
* Start with a clear company vision and purpose. If you don't have one, work with the senior team to establish one and communicate throughout the company by both words and action.
* Set clear objectives and well-defined roles at the outset, and revisit them throughout the process.
* Consider assigning dedicated people to internal change communication and internal branding. Let them create a sense of such urgency that staff see no alternative to change.
* Conduct an audit of the enterprise understanding of the business objectives and strategy so you can address areas where people don't "get it".
* Internal branding, done well, allows employees to transition from being "Informed," to "Understanding" the information, to becoming "Committed", so that they "Change Their Behavior' in support of the company goals. As a result they should "Receive Recognition & Rewards" and positive reinforcement for changing their behavior.
* Recognize the importance of the customer and all their points of contact with your company: call and service centers, sales associates, statements/invoices, advertising and more.
* Align your brand externally & internally. Let your inside be like your outside: what you say externally should be the same thing you say/do internally.
* Go for participation, consensus and employee dialogue. These work better than edicts and policies that travel down the hierarchy.
* Having "Employee Brand Ambassadors" is critical--involve a cross section of employees from all levels, who will promote the brand internally through experiential communication.
* Obtain metrics and measures before, during and after program implementation. Research your employees regularly and track their progress over time.
* Hard, Simple, Easy - Work hard to make complex concepts and ideas simple, so they are understood and communicated easily.
* Seek outside help from experts and consultants in the field - this is hard work, but with help in methodology and process, it can be done effectively.

If you are thinking about an internal branding program, or need help to create internal support to initiate a program, let us assist you. We have proven methodologies, delivery teams and the thought leadership to lead your company to a much better place. We will also be very appreciative if you share our ideas with others who may be thinking about internal branding, or send them to our website.

Internal Branding Canada Conference Workshop

I wanted to let you know that I will be facilitating a workshop at the “Internal Branding Canada Conference: How Branding And HR Communications Drive Employee Engagement And Improve Your Organization's Bottom Line,” March 30-April 2, 2009 in Toronto, Ontario. This conference will focus on how to create brand champions and advance your organizational goals. Since I am participating in the conference, and you are one of my valued blog readers, you can save $200 by mentioning email code "SPK" when registering.

My workshop topic will be:

“A Step-By-Step Framework For Implementing New Internal Branding Processes For Organizational Effectiveness:
How To Operationalize Employees To Understand, Be Motivated, Inspired And Engaged Through Effective Internal Branding, Messaging And Fresh Creative Ideas”

For more information or to register, see below or click http://www.aliconferences.com/conf/internal_branding0309/index.htm to go to the conference website.

Hope to see you there!

-Allan

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Internal Branding Canada:

How Branding And HR Communications Drive Employee Engagement

And Improve Your Organization's Bottom Line

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March 30-April 2, 2009

Link to the detailed conference agenda:

http://www.aliconferences.com/conf/internal_branding0309/index.htm

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SPECIAL PROMOTION:
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Register by February 12th to lock in EARLY BIRD rates and save your organization’s budget $400.

In addition, mention EMAIL CODE “SPK” when registering to get an extra $200 discount.

RAVE REVIEWS from Past Conference Attendees:

"I loved the practical examples. All speakers were great with real stories to share that I could relate to. The voluntary networking sessions were FANTASTIC – well orchestrated across the lunch, dinner & cocktail hours and incredibly worthwhile."
--- Brand Manager, MD FINANCIAL

"All the speakers were excellent. I learned something new from each one. The participants were excellent as well - fully engaged, shared experiences, etc. The best conference I have ever attended."
--- Internal Communications, DEPARTMENT OF NATIONAL DEFENCE, GOVERNMENT OF CANADA

"I have learned so much over the past two days! I'm anxious and excited to apply some of these lessons to my communications plans."
--- PR Manager, Graphics, COREL CORPORATION

"I have no problem recommending your future conferences to co-workers and executives."
--- Inspector, OTTAWA POLICE SERVICE, ONTARIO, CANADA

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For more information or to register:

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Call: 773-695-9400 x1

Online: http://www.aliconferences.com/conf/internal_branding0309/index.htm

Inward Strategic Consulting Announces A New "Talent Branding" Practice to Coincide With Its 10th Anniversary

Inward Strategic Consulting Announces A New "Talent Branding" Practice to Coincide With Its 10th Anniversary

New partner Jeff Cordes to drive practice and joins Phil Hornthal in the Chicago office


READ JEFF'S NEW ARTICLE ON DRIVING RESULTS THROUGH TALENT BRANDING!

Boston, December 11, 2008. Inward Strategic Consulting, an international internal/external brand, communications, and market research firm, is proud to announce on its 10th anniversary the launch of a global Talent Branding practice. Attracting and retaining the best talent is a strategic imperative for organizations that strive to create a competitive advantage in the marketplace.

In making his announcement, Allan Steinmetz, CEO and founder of Inward Strategic Consulting, said, "Without doubt, one of the more important issues we hear about from our global clients is how to effectively communicate with their staff to ensure their loyalty and long-term retention while recruiting the best and brightest in the marketplace." The Talent Branding practice compliments Inward's internal branding, external brand, team alignment, and market research capabilities. According to Steinmetz, "With this service line we can finally help clients integrate all their brand initiatives, from their recruitment and retention messages to external marketing and advertising efforts, with their internal brand. We now have all the component parts to provide a full-service suite that senior HR and marketing executives require."

Inward's Talent Branding practice will be championed by Jeff Cordes, a seasoned, highly recognized talent-acquisition professional. Jeff is the President of talentRISE LLC, a full-service recruitment outsourcing and talent optimization company. Prior to talentRISE, Jeff launched and was the Managing Director of CareerBuilder.com's global talent acquisition consulting division. Jeff has more than two decades of experience with such companies as IBM, Home Depot, and Ryder Logistics. Jeff was also Chief Talent officer for Xpedior (an Inward Client), Apropos Technology, and NCI. At IBM Global Services, and James Martin, he led the recruitment and HR consulting practices.

Steinmetz continued, "I have been aware of Jeff for several years and would often ask his advice and counsel informally. Now, to be able to have him as a partner and to offer his capabilities to clients directly makes me feel complete. Jeff's credentials and experience will help clients deliver results, especially in today's economic environment where managing talent is a priority. He is a terrific person and a gentleman who truly cares about employees and will add substantial value to our clients HR issues."

To help launch this new Talent Branding practice, Jeff Cordes has written a thought leadership article discussing the components and integration of successful employment branding.

Please click on the following link to read this insightful thought leadership:

http://www.inwardconsulting.com/docs/Talent-Branding-Drives-Results.pdf

The new Talent Branding practice will be located in Inward's Chicago market, where Jeff will work closely with Phil Hornthal, Managing Director of the Chicago market. Hornthal continues to provide a full suite of capabilities within the area. "Phil's integrated marketing and strategy experience, coupled with his sports marketing knowhow, makes him an ideal choice to expand our presence further in the Chicago market," explained Steinmetz. "Phil has the right strategic insight and creativity combination that clients appreciate."

Phil has worked for some of the most prestigious and respected consulting firms in a variety of integrated marketing roles. At Accenture (then Andersen Consulting), he was a member of the worldwide marketing group that served the consulting-practice area and marketing director of the Central Region. At AT&T, Phil helped launch a new consulting practice; generating qualified leads and revenue for the AT&T Solutions division. He also worked in sports marketing sponsorships, sales and marketing leadership training, and experiential-event marketing.

"I am very excited Jeff is joining me to partner in the Chicago market. I've seen how Inward's participatory workshops help organizations accomplish their objectives. Adding Talent Branding brings incremental value to our suite of brand offerings," said Hornthal. "I'm looking forward to continuing growing Inward's presence in Chicago with Jeff's and Allan's help. We will become a critical resource for Chicago-area companies with recruitment, external branding, internal change communication, marketing organizational alignment, and market-research needs."

Jeff can be reached at jeffcordes@inwardconsulting.com or (630) 561-7390. Phil is at phil@inwardconsulting.com or (312) 560-9000.

ABOUT INWARD STRATEGIC CONSULTING
Inward Strategic Consulting has offices in Boston, Chicago, San Francisco, and Orlando. The company specializes in marketing strategy development, change management, external branding and internal change communications, and now, talent branding. Inward also offers a full suite of qualitative and quantitative market research including benchmarking, employee brand/engagement surveys (called ChangeFX), and best-practices research. The firm conducts both public and private workshops and training. To learn more about Inward, please go to www.inwardconsulting.com.