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What are the best ways to create a transparent and trustworthy internal brand culture?

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Creating a transparent and trustworthy internal brand culture is not only good for employee engagement and retention, but also for customer loyalty and reputation. When your employees feel aligned with your brand values, vision, and purpose, they are more likely to deliver consistent and authentic experiences to your customers and stakeholders. But how can you foster such a culture in your organization? Here are some best practices to follow.

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Jacob R. Robinson
Luana Lopes

Psicóloga | Human Resources SR | HRBP | DHO | People & Culture | RH Generalista | Talent Acquisition & Advisor
Jo Coxhill FIIC

I work with CEOs, HR, IC & EX leaders to improve performance and create happy, healthy and engaged teams through the…

1 Communicate your brand identity clearly and consistently

Your brand identity is the essence of who you are, what you stand for, and how you want to be perceived. It includes your mission, vision, values, personality, tone of voice, and visual elements. To create a transparent and trustworthy internal brand culture, you need to communicate your brand identity clearly and consistently to your employees. This means using various channels and formats, such as newsletters, intranet, videos, podcasts, webinars, events, and workshops, to share your brand story, strategy, goals, and achievements. You also need to ensure that your brand identity is reflected in your policies, processes, and practices, such as your hiring, onboarding, training, performance management, and recognition systems.

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Jacob R. Robinson
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This is culture, not brand. I don't know why AI is trying to mix the two. Here's how we can build a culture of trust: 1- Lead by example. 2- Live the values. 3- Mind the say-do gap. 4- Involve your audience rather than push items or asks or they may not agree with. 5- Regularly review training, onboarding and exit interview practices and procedures. Bottom Line: Be consistent. All of the above are not developed overnight.

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Luana Lopes

Psicóloga | Human Resources SR | HRBP | DHO | People & Culture | RH Generalista | Talent Acquisition & Advisor
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Pode parecer óbvio, mas sua identidade de marca precisa ser o que você já é, e n?o o contrário, de quem você ainda quer ser. Tra?ar objetivos e ter uma vis?o clara é ótimo, mas primeiro é necessário entender quem somos, o que fazemos e entregamos de fato, como aplicamos isso na prática e só ent?o comunicar e refor?ar no dia a dia. A cultura de um local é sempre replicada quando vivida de verdade simultaneamente pelas pessoas que a constroem e a edificam com o tempo. O exemplo, o resultado, o bem estar e a cultura sentida sempre ser?o a melhor forma de comunica??o de marca interna.

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Jo Coxhill FIIC

I work with CEOs, HR, IC & EX leaders to improve performance and create happy, healthy and engaged teams through the power of employee listening | Top Voice Internal Communications | Fellow IoIC
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Before you communicate your current internal brand, ask yourself where it has come from.Is it something you've co-created in partnership with your employees and leaders or something that has just been created in isolation? If it's the former, it will feel much more authentic then if it's the latter. That said, it might not still be a transparent and trustworthy brand identity if your organisation's culture isn't transparent and trustworthy in the first place. If that's the case, you'll struggle to create this internal comms narrative anyway and will likely have to some work to change to core culture and behaviours within the business.

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2 Involve your employees in your brand development and evolution

Your employees are not only the ambassadors of your brand, but also the co-creators. They have valuable insights, feedback, and ideas that can help you improve and innovate your brand. To create a transparent and trustworthy internal brand culture, you need to involve your employees in your brand development and evolution. This means soliciting their input, opinions, and suggestions on various aspects of your brand, such as your value proposition, positioning, messaging, design, and customer experience. You also need to empower them to take ownership and initiative in implementing and promoting your brand, such as by giving them the tools, resources, and guidelines to express your brand in their own way.

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Jo Coxhill FIIC

I work with CEOs, HR, IC & EX leaders to improve performance and create happy, healthy and engaged teams through the power of employee listening | Top Voice Internal Communications | Fellow IoIC
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Co-creation is crucial. Creating the right environment for your employees to get input from your employees is important. In my experience you should: 1. Use an external consultant to gather insights. This will ensure impartiality and your employees are often more likely to provide more open and honest feedback and insights. 2. Create a relaxed and informal environment to gather employee feedback. You can have some fun doing this too. At one company I worked for, we placed a big red sofa in the office and asked everyone to just talk to us about what life was like. Every time we wanted feedback on the culture of the business, we used the sofa. It became synonymous with that type of conversation. 3. Share your findings with your employees.

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3 Celebrate and reward your brand champions and advocates

Your brand champions and advocates are the employees who embody your brand values, deliver your brand promise, and inspire others to do the same. They are the ones who go above and beyond to delight your customers, support your colleagues, and contribute to your community. To create a transparent and trustworthy internal brand culture, you need to celebrate and reward your brand champions and advocates. This means recognizing and appreciating their efforts, achievements, and impact, both publicly and privately. You also need to provide them with incentives, opportunities, and challenges to grow and develop their skills, knowledge, and influence.

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Jo Coxhill FIIC

I work with CEOs, HR, IC & EX leaders to improve performance and create happy, healthy and engaged teams through the power of employee listening | Top Voice Internal Communications | Fellow IoIC
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By recognising and celebrating your brand champions, you're not only encouraging them to continue to demonstrate positive behaviours but also communicating to others a positive message so they begin to champion the brand and behaviours too.

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4 Monitor and measure your internal brand alignment and engagement

Your internal brand alignment and engagement are the indicators of how well your employees understand, embrace, and live your brand. They are also the predictors of how well your brand performs externally. To create a transparent and trustworthy internal brand culture, you need to monitor and measure your internal brand alignment and engagement. This means using various methods and tools, such as surveys, interviews, focus groups, audits, analytics, and feedback systems, to assess how your employees perceive, experience, and express your brand. You also need to use the data and insights to identify the gaps, strengths, and areas for improvement, and to take action accordingly.

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Jo Coxhill FIIC

I work with CEOs, HR, IC & EX leaders to improve performance and create happy, healthy and engaged teams through the power of employee listening | Top Voice Internal Communications | Fellow IoIC
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Measurements are crucial. Go even further by linking your key performance indicators to company objectives, performance metrics and outcomes. This will ensure that internal branding is considered central to business performance.

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5 Learn and adapt from your internal and external feedback loops

Your internal and external feedback loops are the sources of learning and improvement for your brand. They are the channels through which you receive and respond to the opinions, expectations, and needs of your employees, customers, and stakeholders. To create a transparent and trustworthy internal brand culture, you need to learn and adapt from your internal and external feedback loops. This means listening and engaging with your audiences, acknowledging and addressing their concerns, appreciating and rewarding their loyalty, and incorporating and implementing their suggestions. You also need to be open and flexible to change and innovation, and to communicate and explain the reasons and benefits of your brand evolution.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to create a transparent and trustworthy internal brand culture?

1

2

3

4

5

6

1 Communicate your brand identity clearly and consistently

2 Involve your employees in your brand development and evolution

3 Celebrate and reward your brand champions and advocates

4 Monitor and measure your internal brand alignment and engagement

5 Learn and adapt from your internal and external feedback loops

6 Here’s what else to consider

Internal Communications

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What are the best ways to create a transparent and trustworthy internal brand culture?

1

2

3

4

5

6

1 Communicate your brand identity clearly and consistently

2 Involve your employees in your brand development and evolution

3 Celebrate and reward your brand champions and advocates

4 Monitor and measure your internal brand alignment and engagement

5 Learn and adapt from your internal and external feedback loops

6 Here’s what else to consider

Internal Communications

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