Inward Marketing

As marketers we spend a significant amount of time honing our "marketing message," testing taglines and logos and preparing for brand launches.  Yet we often forget to engage those on the front line - our employees.  The truth is marketing starts from the inside out.  Employees must understand and believe in your brand.  Will they stand behind it, champion it?  Do they know what the brand mission is? Are they are informed and involved in new initiatives and strategies that are taking place within your company?  If your staff is unable or unwilling to support your marketing efforts it can have detrimental results.

Brand building efforts begin with an internal branding campaign to engage your staff from the start; to encourage individual input.  Internal branding focuses on leveraging these internal assets to extend brand impact, drive business results and improve loyalty.  This program will help participants learn how to use internal communication to reinforce and explain the values and behaviors that reflect your brand promise.

What Participants Can Expect
Learn how to gain staff acceptance and understanding of your company or brand objectives and strategic goals; how to build a cohesive team effort that will help the company speak with one voice, one promise.  Know why the right communications are critical to drive increased efficiency and money savings opportunities early and quickly.  Learn why obtaining internal buy-in will substantially increase your chances of achieving your goals.  Specifically you will come away with an understanding of:

•         Why internal branding is one of the most pressing corporate challenges today; the challenges to enroll the organization, to get the staff to embrace the strategies put in place to meet corporate objectives.

•         When is internal branding is an effective method to make employees aware of what they must do and how to act.

•         What purpose internal branding serves; why internal efforts are often under-valued, under-resourced and under-funded and what happens when they are not.

Key Takeaways

•         How without a huge investment in time, talent and money the right internal marketing program can turn employees into brand ambassadors.

•         The importance of synergy between internal communications and the external marketing communications to keep the company speaking in one voice.

•         Where to start when thinking of including internal branding as part of your overall program.

•         Best practices, pit falls to avoid, case histories as examples.

Who is This Course For?
For all marketing managers responsible for brand development and marketing communications as well as those new to managing elements of the marketing mix, including brand managers, assistant brand managers and senior professionals who are now overseeing brand building efforts. Vice presidents, directors and managers who are responsible for, contribute to or lead the brand building within their organization.