Employee’s Perspective on Successful Internal Branding
Companies whose employees possess a strong knowledge of their brand have a competitive advantage. However, many organisations are still failing to provide the right information and support their people to deliver their organisation’s brand experience to customer.
In a recent article, Internal Branding: Exploring the Employee’s Perspective, the authors discuss internal branding from an employee perspective. The focus of the paper is on factors that were considered to be necessary for employees to successfully deliver their organisation’s brand promise.
Respondents of the study overwhelmingly noted that while the provision of information, whether that be in the form of training or customer / market communication, is important what they perceive to be critical for success was the ‘human factor’ or acknowledgement for their work. Organisations therefore, not only need to provide brand related information to employees, but also support employee commitment to the brand.