Don’t Forget About Internal Branding
David Lane Keller writes in Strategic Brand Management that one of the biggest mistakes companies make in branding is assuming that a brand is built only in the minds of customers. In reality, a brand must be built both in the minds of customers and in the minds of the employees who represent it.
🔹 If you fail to align your employees with your brand principles, you simply cannot succeed in branding.
🔹 In other words, external branding—shaping your brand in the minds of target customers—is not enough on its own. To succeed, you also need internal branding, which means embedding the brand in the minds of your employees.
🔹 Internal branding is especially critical in service‑based companies, where employees interact directly and frequently with customers. If employees in a service organization do not fully understand the brand, they can unintentionally cause serious and sometimes irreversible damage.
🔹 This is why many companies invest in internal branding just as much as they invest in external branding.
🔹 For example, Panda Express—one of the most successful restaurant chains in the United States—allocates significant financial resources to internal branding to ensure that every employee, especially those who interact with customers, understands the core principles of the Panda Express brand.
🔹 Since one of Panda Express’s brand promises is offering healthy, low‑calorie meals, the company pays its servers and staff to regularly go to the gym and maintain their ideal weight.
14 Employer Behaviors That Lead to Employee Dissatisfaction
A successful leader must understand the needs and expectations of their employees. Paying attention to staff and building effective communication within the workplace is essential. Below are several common frustrations employees experience at work:
🔺 Their problems and conflicts are ignored A study found that nearly one‑quarter of employees felt their HR department did not handle conflicts or issues satisfactorily.
🔺 Employees work hard, but managers receive the credit In one survey, 17% of employees said their employer gained recognition from their ideas, while they themselves received no benefit.
🔺 There is no opportunity for career advancement According to a survey, only 41% of employees confidently stated that their employer helps them grow in their careers.
🔺 The employer does not inspire or motivate them Only 35% of employees in one study said their employer inspires them or helps them approach their work with enthusiasm.
🔺 Employees are not appreciated enough A survey revealed that 63% of employees felt they were not adequately recognized for their achievements.
🔺 Little attention is given to employee rest and time off In a recent survey, 80% of managers claimed they value employee rest and provide sufficient time off. Yet 67% of employees said they had never heard such a statement from their employer—or faced resistance when requesting leave.
🔺 Employees lack clear responsibilities When employees don’t know exactly what is expected of them, how can they perform well? According to one survey, 57% complained that their employer does not give clear instructions.
🔺 Many managers don’t make time for employees In one study, half of employees said managers often have time for group meetings but rarely make time for one‑on‑one conversations.
🔺 Managers don’t pay enough attention to employees Research shows that 36% of employees felt their managers didn’t even care enough to learn their names.
🔺 Compensation is not fair A 2017 study found that only 20% of employees believed their salary was fair.
🔺 There is no transparency in the company Transparency—especially regarding compensation—is a major factor in employee satisfaction. Many companies fail to provide this clarity.
🔺 Employees receive no feedback from their managers Few managers provide the feedback employees need, even though it is essential for the growth of both the organization and the individuals.
🔺 Micromanagement damages morale Many employees report that their employer monitors every move they make, preventing them from working effectively. According to one study, 68% said micromanagement weakened their morale.
🔺 Workplace favoritism reduces productivity Another study found that 56% of employers already have a preferred candidate in mind for promotions even before performance evaluations begin—and 96% ultimately promote that same person. Not surprisingly, 75% of employees said they have experienced such favoritism at work.
“The Four Key Factors Behind a Company’s Competitive Advantage
Michael Levy, in the latest edition of Principles of Marketing, writes: Every company seeks success in the marketplace, yet many senior executives—and even marketing managers—do not truly understand what drives that success. Our research shows that the following four factors are the primary sources of competitive advantage for any company:
◽️ 1. Excellent Customer Orientation
Successful companies deliver outstanding service to their customers in order to strengthen loyalty and long‑term relationships.
◽️ 2. Excellent Operations
High‑performing companies execute their internal operations—such as sourcing raw materials, production, quality control, order processing, delivery, and after‑sales service—with exceptional precision. As a result, more than 95% of their customers are satisfied with the company’s processes and workflow.
◽️ 3. Excellent Products
Successful companies offer strong, high‑quality, and differentiated products, and they continuously update and improve them. They also invest in proper branding and positioning to ensure their products stand out in the market.
◽️ 4. Excellent Place (Distribution & Presence)
Leading companies provide customers with outstanding physical locations for service delivery; they maintain strong websites, apps, and active social media channels; and they leverage in‑store marketing to highlight and differentiate their products on the shelves.
“How to get advice from employees
💎 To get effective advice from employees, you can use the following methods:
🔹 Create an open and friendly environment First, create a space where employees feel comfortable expressing their opinions without fear of judgment or criticism. Show them that their input matters and that they influence decision‑making.
🔹 Ask clear and specific questions Ask targeted, well‑defined questions so employees can focus on particular issues. Instead of broad questions, ask ones that help you gather more precise ideas and solutions.
🔹 Practice active listening Listen carefully and attentively to what employees say. Maintain eye contact and nod to show you are engaged. This helps employees feel that their opinions truly matter.
🔹 Use group meetings and brainstorming sessions Hold group discussions or brainstorming sessions so employees can generate ideas collectively. These sessions help you gather diverse perspectives and increase participation.
🔹 Use surveys and feedback forms To collect employee input, you can use surveys and feedback forms. This method is especially helpful for employees who may feel shy sharing their thoughts in person.
🔹 Encourage and appreciate ideas After receiving advice and suggestions, thank employees for their contributions. If an idea is implemented, inform them of the outcome. This boosts motivation for future participation.
🔹 Implement ideas and provide feedback Whenever possible, put employee suggestions into action. Also, give them feedback on how their ideas influenced decisions.
⌛️ These methods help you gather effective advice from employees and create an environment of active and constructive participation.
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