Having the right and well-integrated people and having a good working environment is necessary, but not sufficient conditions. Get employees to become standards of your organization, this is finally the objective pursued by the internal management of the brand image.
The internal management of the brand image is, above all, a communication process, which will be more effective if it is carried out on well-prepared terrain.
What is a brand? A brand is the promise of a service, an idea. A brand is also a philosophy. A set of meanings. A brand is a way in which the company communicates to others, what it is and what it offers: if others accept it, the company will succeed, if not, it will fail.
Four Areas In Which A Brand Is Built:
– Product: It is the physical.
– Service: It is the human part behind.
– Communication: Abstract concepts that require clarification.
– Location: Shops, offices, spaces associated with the brand.
How Can Companies Manage The Interests, Expectations, And Values Of Their Employees?
Select the people who fit in the organization and place them in those jobs where they can do their best. People have their own characteristics, knowledge, skills, competencies. To the extent that these characteristics match the requirements of the position, the team will be more effective, more efficient, and will be better suited to the job.
The organizations are structured in units, areas, sections, departments, with hierarchical dependencies in cascade, comb, and matrix whose main objective is to facilitate decision-making.
The structures give way to the definition of jobs and are a reflection of the company culture. This is the set of norms, values, beliefs, and ways of thinking that characterize the company’s activity. It is not the decalogue of values that appear in the offices of managers, but the way of acting that these managers have.
There are cultures of achievement, where the achievement of results prevails; cultures of power, where it is important to gain influence; bureaucratic cultures, very process-centered. Some rely on values such as honesty, respect for people, care for the environment, and the quality of service provided. Others do so on competitiveness, the benefit to short term, in finding drowning points of customers and suppliers.
Identity, publicize and enhance the most outstanding aspects of company culture. One of the characteristics of company culture is its symbolic character. Culture is something intangible, although its manifestations are observable. In this sense, the culture of an organization is constituted by a network of symbols or customs that guide and modulate in different degrees, the behaviors of those who work in it and, above all, of the people that are incorporated.
Leadership and decision-making styles, as well as entrepreneurial behaviors, are also affected by cultural contingencies and affect culture.
Ensure that the conditions created are maintained in the future.
We have selected the people who fit in your job and share values with the company culture. We have taken care of the need to identify, publicize and enhance the most outstanding aspects of that culture. Now we can follow up to let us know that people are well integrated and, if not, know what aspects may be failing to apply corrective measures. (A good tool to do this is the work environment survey).
We appreciate more what we know, to the point that we are willing to pay more for a known product compared to another apparently the same but that we know nothing about. Therefore, the internal management of the brand image must be associated with a communication plan that takes into account.
Mission and vision are two concepts that should be repeated periodically since they will reflect people’s interests and expectations. Together with an explanation of how we are going to do it, integrating the values and culture of the organization, they complete the linking factors of those people who are attracted to share them
Internal Marketing Permanent Process To Achieve Specific Goals:
– Increase employee participation in certain actions or tools.
– Obtain concrete improvements in the work environment.
– Achieve improvements in the income statement.
– Get pride of belonging and identification with the brand.
– Implement improvements in quality processes.
– Increase productivity.
The proposal towards employees must be differentiated with respect to competing companies, be in tune with the preferences of the labor market, fulfill what is promised, project tangible and intangible attributes.
When we talk about “internal brand management”, the communication channels can be several: reception plan, internal newsletter, employee portal, communications, meeting, but the most important, without a doubt, is the hierarchical line
Emblems And Badges
To what has been said up to this point, you can add the use of symbols that reinforce the sense of group and the link with the brand.
An internal branding strategy should be carried out regardless of the moment in which the labor market is located and the economic cycle. Good management of people is the key to a company’s success and should not be influenced by the environment.
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