Internal Brand Communication

The image of a brand is most important to the consumer, those who are deciding whether to buy or not to buy. However, the idea of creating a brand starts long before it reaches the consumer.

In a report on the hub.com, Katy Eyre, managing director at Jacaranda, gives some tips on communicating a brand internally, which ultimately helps the strength of the brand externally.

1. Communicate company values as well as products
It is important that a company take a point of view on issues unrelated to the product, like environmental and philanthropic issues. This trend is directly related to better informed stakeholders and the rise in the ethical stock market.

2. Engage at an emotional level
Consumers want products that meet their functional needs as well as emotional needs. Consumers gravitate toward brands they can trust - starting with the employees of the organization. When employees trust the organization, it is conveyed through their interaction with the clients.

3. Get stakeholders on your side
It’s important to understand the needs of all the people that the business touches from suppliers to stakeholders to employees.

4. Motivate and inspire your employees
The employees that are committed to the brand are invaluable in contributing to the brand’s success.

The key says Eyre, is to be persuasive by creating brand values in exciting and relevant ways.

Click here for the entire report