Internal Branding
Brand Purpose Statements: Building the brand inside out
To really build an brand from the inside out, it becomes critical to first define the brand purpose. The crafting of a brand purpose statement is something we undertake based on our understanding of two key aspects
- The organizations mission
- The consumer insight
Some examples of effective Brand Purpose Statements are given below.
Brand Purpose Statements
Nourishing families so they can flourish and thrive 
Create a better everyday life for the many people 
To help people manage risk and recover from the hardship of unexpected loss The idea behind writing a powerful Brand Purpose Statement is for an organization to benefit from a real competitive advantage through the delivery of the brand purpose across touchpoints.
An example of Brand Touchpoints for a financial services company
An example of Brand Touchpoints for a financial services company
Our expertise in the internal branding space is two-fold - tactical and strategic.
a. Internal Branding - Tactical Level
Communicate to the internal audience about the brand and its key actions on an on-going basis. This will include all forms of medium from an internal messaging perspective.
b. Internal Branding - Strategic Level
Our belief is that internal branding can be viewed beyond messaging. It can be a powerful tool to create a movement. We have successfully managed internal branding movements that seek a cultural and attitudinal change and make the organization optimistic for the future. We follow a four stage process and deliver end to end solutions within this space.
| Brand Aware | Brand Knowledgeable | Brand Believer | Brand Deliverer |
|---|---|---|---|
| Understands what a brand is | Is familiar with brand positioning concepts and features | Believes can personally make a difference | Actively and enthusiastically delivers brand promise and experience to customers |
| Understands the role and the benefits of the brand | Is familiar with excellent brand delivered through employees | Believes can be a brand ambassador | Is recognised and rewarded for success in the brand delivery |
| Understands the company's emphasis on delivering brand experience | Knows what is expected of them in terms of behaviour | Believes it is in their interest to deliver the brand | Motivates others to become brand ambassadors |
| Theme Campaigns Tactical Internal Communications campaigns Role Modelling Events Senior management interaction |
Training Internal Communications; Manuals, Intranet, Blogs Face to face internal communications Knowledge/ interactive quizzing |
Training Face to face internal key stakeholders address TLs Communications Campaign Demonstration by management Incentivising measurement systems |
Cascading Internal Communications Creating champions Rewards Induction Process |