How Should Startups Design Internal Brand Building At The Early Stages?

The term ‘branding’ is often misinterpreted as associated with external marketing, focused only on curating a thoughtful name, visually appealing logo and consistent messaging to help the company stand out from the competitors. Mostly, it is what a company portrays to prospects, and customers and how a company is perceived among the audience.

But would you consider this the core of your brand? Well, our employees are the core of your business, and this is a no-brainer. This is where internal communication comes into the picture. 

A crucial aspect of a company that will make the team proud to be a part of it falls under internal brand building. It can significantly impact employee engagement and job satisfaction. It is imperative to develop a culture that respects your employees’ values, ensures they feel they have a role and creates a sense of unity and purpose among the team so they are likely to become personally invested in your company and its mission.

Beyond this, internal brand building can significantly enhance employee morale by instilling a sense of pride and belonging among the workforce, fostering a positive work environment. This, in turn, fuels commitment and increases employee engagement, as employees are more likely to invest themselves in a brand they identify with. 

Moreover, a strong internal brand also acts as a magnet, attracting and retaining top talent who align with the company’s values and culture. Improved communication and the promotion of collaboration are natural byproducts of a well-established internal brand, as employees are more inclined to work cohesively toward common goals.

Building A Strong Internal Brand & Internal Communication

An internal brand takes time and effort to build and forge into what will be the best fit for the company. First, there needs to be a clear, concise, and memorable mission statement, that needs to be embedded in every employee’s mind. The employees need to be aware of what your company stands for, what drives growth and how to go about it. 

Next, your employees must understand your core values and your brand ethos. Live by them every day and let these guide your decision-making at every step. These core values and brand ethos should also be placed where they can get the attention of the employees.

A workplace culture that values and encourages employee participation is very important in today’s day and age. Founders must encourage open communication and foster a sense of community within the workforce by providing growth opportunities, both personal and professional, and recognizing and rewarding employees to show appreciation.

Developing a good workplace culture is only possible with communication. Internal communication helps employees to stay updated with company news, and status updates on relevant topics.

Along with all of this, a brand needs to have a distinct visual identity, typically the chosen colours, logo, and font that you use throughout your collaterals. Pick aesthetics that your employees can remember and relate to during their tenure with your company. Founders also need to educate their employees about the brand. 

To ensure everyone is on the same page, and your brand messaging is consistent throughout, every member on board must be aware of your mission, vision, values, and visual identity. 

While it might seem obvious, internal brand building does not happen overnight. Actively seeking input from employees about their take on the work culture and making the necessary changes to strengthen the internal health of your company might drive the process faster.

Finally, change is the only constant. As your company grows and excels, you need to evaluate your existing values. Your mission, vision, brand messaging and identity can do with a little makeover every once in a while. While the aim is to get bigger and better, making periodic adjustments to your growth strategy will help you accomplish your next milestone. 

Building an internal brand is not a cakewalk, but it is worth the effort. It can help you make a healthy workplace, maintain a positive work culture, engage and motivate employees, and set your company up for exponential growth and success. 

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