Internal Branding

As you well know by now, branding has many layers and functions. When you think about building your brand, you have to zoom out and take a thorough look inside first. The first step to building your brand is to develop your internal branding technique. An internal brand has a simple message; to build a culture that engages employees and motivates them to deliver on that promise. Taking a closer look, it's critical that you explore internal branding as it's a building block to your over arching presence.

Think of internal branding as everything a company has to offer its team in exchange for their time. This motivates employees to align with your brand ethos through mental engagement and your carefully curated value proposition.

 

External Branding

Communicates your internal branding to the public and is the visual manifestation of how your company exists. External branding brings customer facing activities to the front line and asks the market for their commitment. It can be loosely defined as the sum of all of your marketing efforts from within when they come to life.

In other words, businesses must live up to their clients' expectations at all times .This is critical because it is how customers see, think, experience, relate, and connect with your brand. If you don't do the internal work first, your customers will have very little to attach themselves to, so make sure to work from the inside, out. 

Internal Methods:

Build your brand mission and your core values. Declare your raison d'etre and create a customer persona.

Create your branding trueline, tone of voice, brand messaging, and a well delivered future statement.

Create a sense of inclusivity with events and cultural impact and tap into internal curiosity authetically.

Offer perks and benefits, company value, work culture, aligned mentality, ethos, etc.

External Methods:

Create visuals that represent your aspirations and how your brand looks and feels relative to your trueline statements.

Create branding guidelines that maintain your company's consistency including your logo, color palette, iconography, typography and tone of voice.

Use this visual identity across all touchpoints such as print, custom packaging, utility assets, web, and content design.

Make sure to stay on point with continuity, consistency, and clarity.