Selling the Brand Internally
Aligning your marketing is not just about ensuring that the propositions, messages and positioning for your products and services are mutually supportive and reinforce each other.
Alignment is also vital inside the organisation. Perhaps your product or corporate promise includes a service guarantee, or maybe the services or products that you supply have a unique proposition that must be communicated to your customers. Maybe the inherent positioning of the brand is key to its success in the market place. Whatever the case, if your staff do not know what your marketing is trying to accomplish, don't fully understand it, or, worse still, don't support it, then the chances are your customers are not going to see your product, service or brand in the way you want them to. All of your carefully crafted marketing strategy and your expensive marketing communications budget might as well have been poured down the drain.
So you need to think carefully about how you 'sell' the brand internally, about how you gain commitment to the brand values and promises and how your internal team can support your propositions. This isn’t a job for your HR team or your Organisational Development Director alone. You need to harness all of the 
experience and know-how of marketing professionals and match that to their expertise.
Over the past ten years we have planned and executed such internal marketing campaigns for major blue chip companies and growing SMEs alike. We can support you by:
- Establishing the baseline regarding your staffs' views of the brand, product or service and their responsibilities in delivering on the related promises to identify the key areas
- Planning the campaign
- Structuring the communications programme
- Executing the programme
- Reviewing the impact
From multi-media events, conferences and internal workshops to simple 'key points' mailings, intranet chat room presentations and re-working research materials and presenting these to key staff, we can deliver a solution for you.
If you think you need to review how well your staff understand and live the brand promises you make click here to find out more.
