Successful companies possess a profound belief in themselves. Driven by a unified vision, that’s shared both by leadership teams and employees, they have a clear north star which guides their efforts. This shared purpose not only helps to motivate employees, but transforms them into enthusiastic advocates for the brand, effectively becoming an unstoppable force in driving sales and fostering positive interactions with customers. Moreover, such companies experience a more positive internal culture, higher staff retention, and greater ease in recruitment.

While traditional marketing focuses on customers, it is in fact your employees who wield the greatest influence in persuading them to buy. Your brand is only as good as someone’s last interaction with you, and often the interaction that occurs the moment before a purchase decision is made will be with a member of your staff. Internal marketing, therefore, emerges as the linchpin for fostering powerful emotional connections between employees and your own brand. Without this connection, employees risk diluting the promises made in advertising, undermining the brand's integrity.

Engaging employees is paramount to internal brand alignment. By fostering a deep emotional connection with the products and services offered, employees become energised and unified, driven by a shared sense of purpose and identity. Particularly in service-oriented businesses, employees must exude unwavering confidence in delivering the brand's promise every day.

Champion Your Brand

Involving staff early in research is invaluable. A company's culture shapes its brand reality, transcending rational elements like strategy and policies to encompass shared beliefs, traditions, and feelings. Asking employees key questions about the company's future direction and marketing effectiveness not only provides valuable insights but also empowers them, making them feel valued and heard.

Asking your staff the following questions will give you a new perspective on what the reality of your brand is for them:

  1. What advice would you give the company on the next five years of its journey?
  2. What’s the one thing you would change about the company?
  3. What aspect of the company are you most proud of?

The truth is that staff are overjoyed when you ask their opinion. They also have a wonderfully unfiltered view that is of immense value when crafting your long-term brand story. The most rewarding aspect of this approach is that, upon finalising your efforts and crafting the pivotal advertising campaign, employees will not only feel integral to the idea but will wholeheartedly embrace it. This sense of ownership is paramount, as it fosters a deep connection and commitment to the brand, ultimately driving its success. We highly advocate for conducting research that involves both staff and customers. It's strikingly evident how frequently their perspectives and aspirations for the brand closely align.

In order to see real results, leadership must wholeheartedly embrace the company's new direction, embodying it in their actions and decisions. Ownership is crucial; therefore, involving leadership in a well-orchestrated workshop, supported by evidence from both employee and customer research, ensures alignment with the brand's appeal rather than personal preferences.

Ultimately, the magic of a compelling brand story lies in the convergence of employee inspiration, consumer excitement, and strategic alignment. By fostering a culture of ownership and engagement from the outset, companies can cultivate a brand that resonates authentically with both employees and customers alike.

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