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How can you create a sense of urgency and relevance for your company's brand among employees?

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How can you create a sense of urgency and relevance for your company's brand among employees? This is a crucial question for any corporate communicator who wants to foster a strong internal culture and alignment with the external vision and values of the organization. In this article, you will learn some practical tips and strategies to communicate your brand effectively and motivate your employees to embrace it.

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Victoria Entwistle (she/her)
Andrea Magee

Director of Communications and PR

1 Why is internal branding important?

Internal branding is the process of shaping and communicating your company's identity, purpose, and values to your employees. It helps to create a shared understanding of what your company stands for, what it offers, and how it differs from competitors. Internal branding also influences how your employees behave, interact, and perform, as well as how they represent your company to external stakeholders. A strong internal brand can boost employee engagement, loyalty, productivity, innovation, and customer satisfaction.

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Victoria Entwistle (she/her)
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One thing I have found helpful is to start with a culture audit. Culture is how we do things here, and invariably that is a product of behaviour copying itself. If those behaviours are at odds with the values of the organisation you have a clear culture gap. To be comprehensive in your culture audit, undertake qualitative and quantitative research approaches, do a strategic content review mapping what behaviours are articulated in company assets and look at academic literature for evidence as inspiration for the culture you wish to be. Once you know the aspirations and the gaps then you can design a comprehensive employee experience strategy and leadership programme that reiterates, reinforces and replenishes how we do things here.

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2 How to define your internal brand?

Before you can communicate your brand to your employees, you need to define it clearly and consistently. Your internal brand should reflect your external brand, but also address the specific needs and expectations of your internal audience. You can start by reviewing your company's vision, mission, values, goals, and positioning statements, and then refine them to make them more relevant, compelling, and memorable for your employees. You can also involve your employees in the process by conducting surveys, interviews, focus groups, or workshops to get their feedback and insights.

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Shaunta Garth

Project Manager | Digital Initiatives Lead | Social Media Strategist | Product Owner | Brand Marketer | Public Relations | Broadcast Media | Multi-Media & Communications Expert
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Defining a company’s internal message is not the problem, putting words to paper never is. To communicate the internal messaging but not actually living by that messaging is where the problem lies. If you want employees to buy into the internal message those at the top must lead by example. This is more important now than ever since we are currently at a stage where employees feel employers do not listen nor value them. Your message and actions must reflect your value and beliefs as a company. If not, there is no amount of newsletters, parties or swag bags that will help participation or retention.

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3 How to communicate your internal brand?

Once you have defined your internal brand, you need to communicate it effectively and frequently to your employees. You can use various channels and formats, such as newsletters, intranet, social media, videos, podcasts, webinars, events, or training sessions, to deliver your brand messages. However, the key is to make sure that your communication is consistent, authentic, and engaging. You want to avoid jargon, clichés, or vague statements, and instead use stories, examples, or testimonials that illustrate your brand in action. You also want to tailor your communication to different segments of your employees, such as by role, department, location, or seniority, and address their specific concerns or interests.

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4 How to create a sense of urgency for your internal brand?

To create a sense of urgency for your internal brand, you need to show your employees why it matters and how it benefits them. You can do this by linking your brand to your company's strategic objectives, competitive advantages, or market opportunities, and by highlighting the risks or challenges of not embracing your brand. You can also use data, facts, or figures to support your arguments and demonstrate the impact of your brand on your company's performance or reputation. Moreover, you can create a sense of urgency by setting deadlines, milestones, or targets for your employees to achieve or measure their progress.

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5 How to create a sense of relevance for your internal brand?

To create a sense of relevance for your internal brand, you need to show your employees how it relates to their work and their personal values. You can do this by aligning your brand with your company's culture, policies, and practices, and by ensuring that your leaders and managers act as role models and champions of your brand. You can also create a sense of relevance by encouraging your employees to participate and contribute to your brand, such as by sharing their stories, ideas, or feedback, or by recognizing and rewarding their achievements or behaviors that reflect your brand. Furthermore, you can create a sense of relevance by showing your employees how your brand connects them to your customers, partners, or communities, and how it makes a positive difference in the world.

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Andrea Magee

Director of Communications and PR
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"So, what do you do?" conversation starters likely aren't going anywhere, so let's prepare those elevator pitches. Equipping team members with easy to share, engaging stories for the next family holiday meal or casual backyard barbeque is a great test of your messaging. Telling stories about your workplace feels good because it helps strengthens our connections and often leads to new opportunities.

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6 How to measure and improve your internal branding efforts?

To measure and improve your internal branding efforts, you need to collect and analyze data and feedback from your employees and other stakeholders. You can use various tools and methods, such as surveys, polls, quizzes, interviews, focus groups, or analytics, to assess your employees' awareness, understanding, perception, and engagement with your brand. You can also use indicators, such as retention, turnover, absenteeism, productivity, quality, innovation, or customer satisfaction, to evaluate the outcomes and impact of your internal branding efforts. Based on your findings, you can identify the strengths and weaknesses of your internal branding strategy, and make adjustments or improvements as needed.

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7 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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Shaunta Garth

Project Manager | Digital Initiatives Lead | Social Media Strategist | Product Owner | Brand Marketer | Public Relations | Broadcast Media | Multi-Media & Communications Expert
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There is an important thing that should be considered when delivering an internal brand message, it's essential to recognize that employees are juggling numerous stressors in their lives, so excessive company messaging can be viewed as negative. To openly engage with them, mix in content that relates to their interests. For example, in a newsletter, you could include topics like opportunities for career advancement, updates on continuing education, introductions to new team members, or details about ongoing promotions with your B2B partners. This will make sure that the content is not solely focused on company messaging but also addresses topics that matter to your employees.

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How can you create a sense of urgency and relevance for your company's brand among employees?

1

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3

4

5

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1 Why is internal branding important?

2 How to define your internal brand?

3 How to communicate your internal brand?

4 How to create a sense of urgency for your internal brand?

5 How to create a sense of relevance for your internal brand?

6 How to measure and improve your internal branding efforts?

7 Here’s what else to consider

Corporate Communications

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How can you create a sense of urgency and relevance for your company's brand among employees?

1

2

3

4

5

6

7

1 Why is internal branding important?

2 How to define your internal brand?

3 How to communicate your internal brand?

4 How to create a sense of urgency for your internal brand?

5 How to create a sense of relevance for your internal brand?

6 How to measure and improve your internal branding efforts?

7 Here’s what else to consider

Corporate Communications

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