When we talk about branding it is usually in the context of external benefits. Things like attracting customers and increasing sales. However, there are also plenty of internal benefits that come from having a good brand.
First, let’s define some key points of a good brand.
A good brand speaks clearly and consistently.
A good brand knows what it stands for.
A good brand understands the underlying problems its customers face and how it can solve those problems.
A good brand knows how it is different than the competition and how to communicate that.
These points affect how you will connect with potential customers and fuel the marketing of the brand. But let’s consider how a good brand affects the team internally.
- A clear brand creates focus.
Bringing clarity to your brand will allow your whole team to begin to understand why they do what they do.
Identifying and practicing brand values will foster decision-making that contributes toward a common goal. When everyone is working together towards the same goal the results will be more attainable.
If your brand position is to be the most convenient eating option for busy people, your team can understand why you have certain procedures in place. They will be able to make meaningful progress toward attaining the desired position.
- A clear brand turns employees into brand evangelists.
By identifying the problems that you can solve, your team will be able to act in more meaningful ways. You will be able to speak to your customers on a human level and cut through the noise.
Does your team believe in what you’re doing? Do they understand the higher purpose of their work? This is key for creating an environment where people are motivated to grow the brand.
Include your brand strategy in the on-boarding process to help new team member understand the value they bring. Keep the brand values and mission visible for existing employees. Look for ways to weave the mission into every day tasks until it becomes instinctive.
- A clear brand generates excitement.
Humans thrive when they feel like they’re accomplishing a goal and making a difference. What difference are you making? Are you doing anything that your team could get excited about? There are likely several things, but the difficult part is being able to articulate that clearly throughout all levels of the organization.
When your brand strategy is clear, it will create an atmosphere of purpose and enthusiasm. This excitement translates into happier customer experiences which reinforces a strong brand. This reciprocal effect should be cultivated daily.
If the leadership is excited and focused, the rest of the team will feed off of that. Set a clear vision of where you want to get, and then implement daily, weekly, and monthly tasks that will support it.
Branding affects every area of your business. If sales are down, employee turn-over high, or marketing ROI weak, you likely have a branding problem. Evaluating and addressing the areas of your branding should be a regular practice. Invest in strengthening your brand and the returns will be both external and internal.
By Dustin Myers, Industry Expert