Steve hit the nail right on the head with this quote from one of our favorite books. Internal Brand Adoption is one of the most crucial actions a company can take in order to ensure their brand reaches its full potential. However, it is often shoved backstage and not given the attention it deserves. Lately, Clear Blue has been dealing with the importance of internal brand adoption first hand. Our clients who focus on their internal team first, enjoy these benefits as a result:
- Creates Brand Alignment. Your employees must understand, believe in, live, and deliver on your brand in order for your target audience to do the same.
- Builds Employee Morale. When your employees have a clear understanding of what is expected of them in their daily interactions and know they play an important role in the success of the company, they become more productive and satisfied.
- Brings the Brand to Life Internally. When your employees embrace the brand internally, they gain an emotional connection with the customer. This is then reflected in external efforts through better customer care, product development, and other positive brand experiences and benefits.
“The more you can ensure that the decisions that your people make through the course of each day are true to the essence of your brand, the better.” - Steve McKee
Don’t make the mistake of ignoring this very critical and beneficial process. It’s almost impossible to have successful branding to your external audience; start with the spotlight on your internal audience.