NOVEMBER/DECEMBER 2006
VOLUME 2, ISSUE 6
Five Ways to Improve Internal Brand Alignment
Whether you’re managing your corporate brand, a strategic brand or a product brand,
maintaining brand alignment within an organization is a key element in building the desired
Coming Next Issue:
brand experience outside the organization. But keeping brands aligned internally presents
The Importance of Research in
ongoing challenges when employees come and go and the daily demands of running the
Brand Identity Development
business are top-of-mind for everyone, including the management team.
Subscribe to identityWise®
Not on our mailing list
to receive identityWise®?
Click here to subscribe.
We welcome your feedback
info@frankefiorella.com
So, how does brand alignment inside the organization impact the external perception of the
brand? What happens when the brand is not aligned internally? The answer: customers and
end users receive mixed messages and the overall experience may fall short of
expectations.
If you’re finding that internal brand alignment is faltering and behaviors aren’t always
matching what you promise, below you will find five ways to improve alignment.
1. Define on-brand and off-brand behaviors and integrate them into job descriptions
and the performance review process. It's important for every employee to understand how
they can help build the brand within the organization. Measuring performance against these
behaviors will help encourage internal brand alignment.
2. Provide brand training for all employees so they understand what the brand stands
for and how to integrate it into their daily work lives. Training empowers every employee to
live the brand, ensuring engagement and fostering alignment. Whether it’s a workshop or
seminar, online training tool or a presentation from management, every employee should
be educated about the brand and understand how to bring it to life. And, remember, after
the initial brand training has been completed, each new hire must have the same
opportunity to learn about the brand, so be sure to integrate brand education into the new
hire training process.
3. Reinforce the brand on an ongoing basis to remind employees how they can bring
the brand to life each day. Think of creative ways to make the brand accessible and
meaningful to all employees. An intranet brand portal, a newsletter and a brand identity
standards website are just a few of the many ways you can engage employees. Launching
your brand and training your existing employee base is a must, but without ongoing
reinforcement, brand alignment is difficult to sustain.
4. Celebrate brand-building behaviors by recognizing employees, departments and
divisions who consistently deliver on the brand and what it promises. Consider monthly or
quarterly brand ambassador awards or other incentives to reward these employees.
5. Ensure leadership engagement and continued support in all of these efforts. The
executive leadership team must integrate the soul of the brand into all of their
communications with key stakeholder groups, including employees. If you haven’t already,
establish a brand council to conduct periodic reviews of internal and external brand
alignment.
identityWise® is published by
Franke+Fiorella
Each day your organization and every employee are presented with opportunities to build
401 North 3rd Street
your brands. So remember to define those behaviors that are on- and off-brand, train your
Suite 380
employees, reinforce the brand on an ongoing basis, recognize and celebrate brand-building
Minneapolis, MN 55401
612.338.1700
www.frankefiorella.com
©2006, Franke+Fiorella
identityWise® is a trademark
of Franke+Fiorella.
behavior and maintain leadership engagement. As employees better understand how
specific behaviors impact the brand and how they can be a part of making the brand
successful, you’ll see alignment improve, creating an even stronger brand experience for
your customers.