Selling the Brand Inside

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Selling the Brand Inside

Publication Date: January 01, 2002

When you think of marketing, chances are your mind goes right to your customers–how can you persuade more people to buy whatever it is you sell? But there’s another “market” that’s equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company’s advertising–either because they don’t understand what the ads have promised or because they don’t believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns. First, companies need to market to employees at times when the company is experiencing a fundamental challenge or change. Second, companies must link their internal and external marketing campaigns. And, third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that transcends any one experience. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company’s brands, they will ultimately weaken their organizations.

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