Know-How Exchange : Branding

The best branding strategies focus on both internal branding and external branding. Branding is the philosophy of changing minds. It all about creating a positive associations with customers.
You know employees are the internal customers of the organization, they must know about their brands; core benefits, attributes, positive associations. Employees must talk about their brands strengths and prefer to use their own brands as a main representative.

For this reason, ever organization must develop a 'brand equity management system' - a separate department that is responsible for all brand related activities including; brand audit, documentation, brand internal communications, brand advertising, customer's associations.

So internal branding is to aware employees about brands and their strengths and properly communicate brand's massage so that employees able to recall their own brands and make differentiations to competition and able to represent their brand.
A simple philosophy is - you can only satisfy your customers if internal customers (employees are satisfied). How can it be possible that customers attract to your brand after seeing employees (company representatives) with other (competitors) brands.
So there must be a brand communication system developed in the organization so that employees other than sales and marketing, able to understand about their bands' worth and better convey brand massages in their own community and in social groups.

Thanks