Internal Brand Building
by Brad VanAuken

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Internal Brand Building Overview  |  An Idea You Can Use

Internal Brand Building Overview

I recently had the opportunity to chair the first conference focused on internal brand building.

I hear something similar to the following from marketing executives at more and more companies these days: “We conducted exhaustive consumer research. We carefully positioned our brand. We developed and instituted comprehensive brand identity standards and systems. We are running our new advertising campaign. Now what do we do? How do we get the rest of the organization to understand and care about the brand and its promise? How do we get the organization to deliver on the promise? How do we make the brand promise real?”

Those questions drove us to create an internal brand building conference.

David Aaker posed this very important question when he visited Hallmark a few years ago: “Until everyone from your CEO to your receptionist can accurately and consistently articulate your brand's promise, how do you expect your customers to?”

Kristin Zhivago captured the concept well in an article that she wrote for Business Marketing. She said:

“A brand is not an icon, a slogan, or a mission statement. It is a promise – a promise your company can keep. First you find out, using research, what promises your customers want companies like yours to make and keep, using the products, processes and people in your company. Then you look at your competition and decide which promise would give you the best competitive advantage. This is the promise you make and keep in every marketing activity, every action, every corporate decision, and every customer interaction. You promote it internally and externally. The promise drives budgets and stops arguments. If everyone in the company knows what the promise is, and knows that they will be rewarded or punished depending on the personal commitment to the promise, politics and personal turf issues start to disappear.”

Certainly the brand promise drives your marketing communication and your brand identity standards and systems. But it must do much more than that. Your products and services, every point of contact your brand makes with consumers and the total consumer experience your brand creates must reinforce your brand's promise. This has tremendous organizational implications. How can an organization deliver against its promise if its front line employees don't know (or care about) what its brand stands for?

A way to illustrate the concept is through an example of when it is not working. Are you familiar with United Airlines' advertising campaign, “United Airlines Rising” ? It backfired on them when they first launched it in 1997. While they were trying to communicate that their service was rising to meet consumers' expectations, their flight attendants were out creating CHAOS (“Creating Havoc Around Our System” ) and their customer relations department was so unresponsive to complaints that it prompted a disgruntled customer to create the web site www.untied.com featuring United Airlines passenger complaints.

Here are some of the most common problems that organizations encounter when trying to implement new brand management programs:

• Senior management is not focused on the brand
• Senior management has a short attention span – how do we garner their support and resources over time?
• Some senior leaders do not seem to be bought into the brand management concept at all
• The organization is highly fragmented and resistant to change
• The organization is internally focused
• How do we shift people's focus from their functional “silos” to cross-functional ownership of the brand?
• The organization's culture does not reinforce the brand
• The organization's operations and systems do not support the brand
• The brand message is only one of many among all the corporate messages

To create the change required, all of the following must be addressed:

• Corporate mission and vision – are they congruent with the brand essence and promise?
• Business planning process – is it linked to the brand planning process?
• Corporate culture, values and behavior – do they support the brand essence, promise and personality?
• Recruitment – are you screening people for delivery against the brand promise?
• Internal communication vehicles – are you using them to communicate brand positioning, strategies and priorities?
• Training and development – are you using these to increase understanding of brand positioning, strategies and priorities?
• Performance objectives (especially common objectives) – do they include brand objectives?
• Performance appraisal – do you provide feedback on how well individuals and groups are delivering against the brand promise?
• Rewards and recognition – do you reward and recognize people who have furthered important brand goals? Do you compensate people for achievement of brand objectives?
• Products and services – do they deliver against the brand promise?
• Operations, systems and logistics – do they support delivery of the brand promise?

An Idea You Can Use

In a large-scale brand rollout, Transunion conducted an employee photo contest to generate a large number of free photographs for the brand image library. Employees were asked to submit photos that reinforced the brand positioning. For each photo that they submitted, they earned “brand bucks” that could be used toward the purchase of insignia merchandise. Benefits:

• inexpensive compilation of a brand image library,
• encouraging the employees to think about what the brand stands for
• allowing the brand team to assess how well employees understand the brand positioning,
• enabling employees to demonstrate brand pride through insignia merchandise,
• resulting in greater brand awareness by all who see the employees wearing the insignia merchandise.
• These qualities seem to imply three roles: (1) vision crafter, (2) teacher/evangelist and (3) standards enforcer.