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How do you learn from the best practices in internal branding?

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Internal branding is the process of creating and communicating a consistent and compelling identity for your organization, aligning your vision, values, and culture with your external reputation. It can help you attract and retain talent, boost engagement and productivity, and foster loyalty and advocacy among your employees. But how do you learn from the best practices in internal branding and apply them to your own context? Here are some tips to help you get started.

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Serena Jweinat
Sofia Almeida Bernardo

Communication Strategist & Certified Trainer ?? Founder
Dania Pharaon

MarCom Strategist | Portfolio Leader | Digital Transformation Influencer | Speaker | Blogger | CDMP Trainer

1 Assess your current situation

Before you can improve your internal branding, you need to understand where you stand and what you want to achieve. Conduct an internal audit to evaluate your current brand identity, culture, communication, and alignment. Use surveys, interviews, focus groups, or other methods to collect feedback from your employees, managers, and leaders. Identify your strengths, weaknesses, opportunities, and threats, as well as your goals and objectives for internal branding.

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2 Learn from others

One of the best ways to learn from the best practices in internal branding is to look at what other successful organizations are doing and why. You can research case studies, articles, books, podcasts, or webinars that showcase examples of internal branding excellence. You can also network with other internal communication professionals, join online communities, attend events, or seek mentors or coaches who can share their insights and experiences. Be curious, ask questions, and seek inspiration from different sources.

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Dania Pharaon

MarCom Strategist | Portfolio Leader | Digital Transformation Influencer | Speaker | Blogger | CDMP Trainer
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One time we were building a new brand that eventually become stronger than the mother brand in funding, customer base and revenue. We revamped the new brand by adding elements from the mother brand to it to capitalize on it's success. We did this learning based on case studies of big firms that keep the mothership brand alive through linking it to high performing sub-brands.

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3 Adapt and customize

While learning from others can give you valuable ideas and insights, you also need to adapt and customize them to your own situation and needs. Don't copy or imitate what others are doing without considering your own brand identity, culture, communication, and alignment. Instead, use what you learn as a starting point and modify it to fit your own context, goals, and audience. Think about how you can add your own unique value and personality to your internal branding.

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Serena Jweinat
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Your internal brand journey should be about crafting a narrative that reflects your unique identity and resonates with your people — but that doesn't mean you can't take inspiration from others. If you're unsure where to start, take the insights that resonate and use them as a launchpad. Then, tailor them to the contours of your specific context, goals, and audience. Infuse your internal branding with a dash of your organization's character. The goal is to achieve unmistakable authenticity that set your brand apart.

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4 Experiment and test

Learning from the best practices in internal branding also involves experimenting and testing different approaches and strategies. You can use pilot projects, prototypes, or trials to test your internal branding initiatives on a small scale before rolling them out to the whole organization. You can also use metrics, feedback, or other methods to measure the impact and effectiveness of your internal branding efforts. Learn from your successes and failures, and adjust your plans accordingly.

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Sofia Almeida Bernardo

Communication Strategist & Certified Trainer ?? Founder
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We tend to see things in our way. And this applies to all human beings. Create a focus group to test something new - a project or an initiative. Ask them to read the communication material and listen to their opinion on your plans. It will help you adjust the internal event to what people need and communicate it so everyone understands the meaning you intend to have.

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5 Involve and empower

Another tip to learn from the best practices in internal branding is to involve and empower your employees in the process. Your employees are your most important brand ambassadors, and they need to feel connected, engaged, and valued by your organization. You can involve and empower them by soliciting their input, ideas, and feedback, by co-creating your brand identity, culture, and communication, by recognizing and rewarding their contributions, and by giving them the tools and resources to live and share your brand.

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6 Keep learning and improving

Finally, learning from the best practices in internal branding is not a one-time event, but an ongoing journey. You need to keep learning and improving your internal branding as your organization evolves and as your employees' needs and expectations change. You can keep learning and improving by staying updated on the latest trends and developments in internal branding, by seeking new sources of inspiration and innovation, by reviewing and refining your internal branding goals and strategies, and by celebrating and sharing your achievements and learnings.

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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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Helen Shaw

Senior Marketing & Communications Professional (10+ years)
(已编辑)
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I recommend considering how user-friendly your brand is for its stakeholders. A big lesson I learned after changing an internal brand was that the gorgeous file templates we had designed for us were simply not practical for the average user around the company. There was too much imagery and colour, yet most people in our company could only print in B&W. The option to include imagery within the templates often meant the file size would become too large as well.

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How do you learn from the best practices in internal branding?

1

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3

4

5

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7

1 Assess your current situation

2 Learn from others

3 Adapt and customize

4 Experiment and test

5 Involve and empower

6 Keep learning and improving

7 Here’s what else to consider

Internal Communications

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How do you learn from the best practices in internal branding?

1

2

3

4

5

6

7

1 Assess your current situation

2 Learn from others

3 Adapt and customize

4 Experiment and test

5 Involve and empower

6 Keep learning and improving

7 Here’s what else to consider

Internal Communications

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