Internal branding 2.0
Internal branding is in; marketers in particular have embraced this new found sport. They are eager for employees to absorb their brands and the associated brand values. After all, it is the employees who must fulfil the promises that brands make to the outside world. This is referred to as selling the brand inside, or Internal branding 1.0.
Branding inside out
The authors of Internal branding 2.0 believe that companies can work at a more fundamental level, to truly involve employees and to build sustainable reputations and relationships with customers. The current crisis supports this belief: companies that stand for something will rise from the dust stronger than before because their employees and customers really feel connected. The real issue is thinking from the inside out: identify the core, the real values of the company, values that the employees support. Make the core the basis for the choices that you make and the promises that you make to your customers: branding inside out.
This is not rocket science: any company that wishes to open itself to the outside world can do just that. However, it does require co-operation between different fields of work and it also requires the complete support of management at all levels (through thick and thin and in the long term). This book offers support: the authors share the extensive experience they have built up in various organisations, with helpful tips and clear frameworks. The book was written for communication, marketing and HR managers, but also addresses the responsibilities of management and other decision makers (in a separate section): it is they who need to understand what Internal branding can do for the organisation.
Internal branding 1.0: the marketing approach