By Dianna Lopez
Thankfully for us at LeapFrog Solutions, most organizations understand the need for investing significant resources in their external branding and marketing efforts. Often, these efforts include thorough research, careful planning and targeted execution, all of which take a great deal of time and energy. However, when it comes to internal branding, seldom is the same level of effort put forth.
The assumption is that employees already know who you are, what you do and why you do it. However, just as consumers need to be regularly exposed to your brand before they commit to becoming your customers, and then need repeated exposure to remain loyal customers, your employees also need to be reminded of the "who, what and why" of your organization. Internal branding is the process by which this is achieved.
The most obvious example of internal branding is training. Often times, organizations have an onboarding process during which new hires receive training that includes an overview of the company, its mission and values. While this is important, this type of information should have been received by the new hire during the recruitment process, so the onboarding training just reinforces their decision to join the company. Seemingly small things help to showcase your brand such as recruitment methods, types of communications used during the recruitment process, interactions with your employees during interviews and even the look and feel of your office space.
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