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BRAND ENGAGEMENT | Beyond Internal Branding | Part Two

BRAND ENGAGEMENT | Beyond Internal Branding | Part Two

SHORT-TERM INTERNAL BRANDING MEASURES DO NOT PRODUCE SUSTAINABLE RESULTS

From the vantage point of top management, many of these internal branding programs were quite successful. Companies have used internal branding to master the task of integrating business divisions or new acquisitions, and internal branding programs have also succeeded in effectively communicating changes in company strategy. These successes are evidence of the tremendous potential of brands in internal communication. Subsequent tests of the long-term effects of the internal branding programs from the employees’ point of view by means of questionnaires, however, often present a very different picture, as our recent experience shows. Many times, employees remember the initiative and consider it successful. But when asked whether the internal branding program improved their everyday work lives, or even made any noticeable difference at all, many (too many) say no. What’s the reason for this?

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