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Internal Branding Vs. External Branding: What Business Owners Need to Know


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Your company's brand is perhaps the most important thing that it has. This essentially equals its reputation, and it is vital to keep in good standing with both your employees and your customers. If you don’t have a consistent brand, now is the time to develop it. Here are some aspects to consider when positioning your business both in terms of internal and external branding.

External Branding is Customer-First

External branding is the way that your customers see your business. It can be loosely defined as the sum of all of your marketing efforts and customer-facing activities. In other words, businesses must live up to their clients’ expectations at all times. Super Office explains, “the customer is firmly in the driving seat and with it comes a required change in how you build and nurture relationships with potential and existing customers. Companies that put the customer at the heart of their organization are experiencing an increase in customer lifetime value and a reduction in churn. By being customer centric.” There are several components to this, and one of these parts is your image. This is established both when you deal with customers and put your message out there in the public realm. External branding works best when the message is unified and well-defined.

Internal Branding is Key to Employee Morale

Identifying your company’s culture is key. Every internal decision that you make after that must be consistent with the culture. Bags in Bulk explains, “your company’s identity is wholly unique. There is no such thing as a right or wrong branding model. However, you’ll need to carefully consider the types of workers you’d like to have and the environment your company offers when you create or reimagine your branding.” When you maintain a coherent and well-conceived internal brand, you end up with motivated employees who enhance your company’s productivity. In addition, your company will establish itself as a top destination for talent.

Keeping Your Brand Consistent

External and internal branding does not have to be mutually exclusive. Clear Voice explains, “brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding — whether via words, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.” At the very minimum, you should make sure that these two types of branding are not contradictory. One way to avoid this is to continuously communicate with your employees as to the direction of the company. When you let your workers know as much as possible about the company’s external strategy and your messaging is consistent, it helps the internal branding fall in line. In part, this is because you are being transparent with your employees, which is never a bad thing as far as internal branding is concerned. The worst thing that your company can do is to present one image to customers while showing an entirely different one to employees. Your company should be conscious of both its internal brand and external branding. You must always work to develop both while keeping them consistent.

Internal Branding Vs. External Branding: What Business Owners Need to Know 1Jeff Irvine
Founder – InnoVision
[email protected]
Sacramento 916-662-7491
Petaluma 707-981-7272