August 31, 2021

Does Your Company Support Its Brand Internally?

Mark Iorio

Companies spend a tremendous amount of money attracting and retaining customers through Branding and marketing.

But if your employees don’t “get it,” they will not deliver on your Brand promise. This means you’re wasting precious resources getting customers interested, only to deliver an experience that falls well short of their expectations.

Up to 40% of an organization’s marketing and communications dollars can be either wasted or destroyed when the internal marketing and communication programs don’t support or align with the external marketing and communication program.
– Juliet Williams, CEO, quoted in Measuring Brand Communications ROI by Don E. Schultz & Jeffrey S. Walter

Have you done enough to build your Brand on the inside?

  1. Can your employees articulate your Brand Promise?
  2. Do your employees know their role in bringing your Brand to life?
  3. Have you identified what a Brand Champion is, and do your employees take appropriate action when they observe policies or procedures that don’t reflect your Brand?
  4. Do you use all of your internal communications tools to reinforce your Brand and recognize employees who are Brand Champions?
  5. Does your internal communication make an emotional connection with your employees?
  6. Is your internal communication program grounded in a single theme that reflects your external Brand message?
  7. Are all your departments engaged in internal Brand communication?
  8. Are your operations, policies and procedures aligned to your Brand?
  9. Is the Brand message “baked -in” to all your training and development tools?
  10. Is being a Brand Champion stated as part of your employees’ job responsibilities?

Most companies answer “No” to these questions because they don’t fully appreciate the connection between Internal Brand and the bottom line.

For more information about how you can drive bottom-line results through a Brand-inspired Culture, contact Mark Iorio at:, 609-577-4306.

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