Internal Branding Requires a Plan and Commitment

One of the most important tasks facing marketers is internal branding. Though it has been widely acknowledged by the industry it is surprising how few resources are still applied to the task. And I shudder when I see some people advocating that the best internal branding idea is to establish an intranet social site where all employees can contribute ideas in a brainstorming free for all. This amounts to marketing surrendering leadership on its mandate.

Internal branding requires a real partnership between the leaders of the management team, human resources and marketing. There are many barriers to success that must be overcome and huge challenges, especially in retail and service businesses where as many as 75% of the employees are temporary and can turn-over each year.

The internal branding plan needs to consider hiring criteria, performance management, education/training, communication, incentives and mentoring. If you are putting together an internal branding plan, you will find one of the best guides about how to start at Branding Strategy Insider.

www.brandingstrategyinsider.com/2007/09/internal-brand-.html

---

---

Comment

« You are ready to use Twitter when… Recommended Holiday Reading »