{"id":12611,"date":"2023-01-03T01:30:18","date_gmt":"2023-01-03T09:30:18","guid":{"rendered":"https:\/\/recruitloop.com\/blog\/?p=12611"},"modified":"2023-05-11T14:52:21","modified_gmt":"2023-05-11T21:52:21","slug":"what-these-5-companies-can-teach-you-about-internal-branding","status":"publish","type":"post","link":"https:\/\/www.zippia.com\/employer\/what-these-5-companies-can-teach-you-about-internal-branding\/","title":{"rendered":"What These 5 Companies Can Teach You About Internal Branding"},"content":{"rendered":"<p><!--Skip-->\n<link href=\"https:\/\/static.zippia.com\/galleries\/css\/htgaj.css\" rel=\"stylesheet\"\/>\n<p>Once something easily written off as a frivolous vanity exercise, internal branding has steadily morphed into something that top businesses are paying very close attention to (and funding in quite interesting ways) \u2014 something with inarguable real-world consequences when it comes to attracting the best candidates and optimizing employee performance.<\/p>\n<p>If you\u2019re fully committed to making your company an appealing destination for top talent, then you should clearly give some thought to how you might build an internal brand that can draw in prospective hires. How should your staff members think and speak of your company? Should you set out company values? What should it <em>feel like <\/em>to work for you?<\/p>\n<p>When figuring this out, you could painstakingly workshop the matter from scratch. That would be bold, and inventive, yes \u2014 but mostly obscenely wasteful given all the time and effort that the aforementioned businesses have put in throughout the years.<\/p>\n<p>Instead, I suggest that you look to trendsetters for inspiration. Having gleaned some insight from how they conduct business, you can then throw in your original perspective to create an internal brand that\u2019s truly <em>yours<\/em>.<\/p>\n<p>To that end, we\u2019re going to take a look at 5 sizable companies that have put a lot time into internal branding, picking out what lessons they can teach us. Let\u2019s begin:<\/p>\n<p><b>Key Takeaways<\/b><\/p>\n<ul class=\"large-bullets\">\n<li>\n<p>FedEx, Starbucks, Shopify, Netflix, and Virgin Media have excellent internal branding.<\/p>\n<\/li>\n<li>\n<p>Incentivizing performance, creating a shared ideal, and driving company-wide connection are vital to good internal branding.<\/p>\n<\/li>\n<li>\n<p>Encouraging employees to make mistakes in the pursuit of innovation and valuing all employees have helped make Netflix and Virgin Media successful.<\/p>\n<\/li>\n<\/ul>\n<p><img alt=\"What These 5 Companies Can Teach You About Internal Branding\" src=\"https:\/\/www.zippia.com\/employer\/wp-content\/uploads\/2019\/08\/what-these-5-companies-can-teach-you-about-internal-branding.png\" style=\"width:100%;\"\/><\/p>\n<h2 class=\"fancy\" class=\"fancy\" id=\"five-companies-and-their-internal-branding-lessons\">Five Companies and Their Internal Branding Lessons<\/h2>\n<ol class=\"ordered-list-large\">\n<li class=\"ordered-list-large-item\">\n<p><b>FedEx<\/b><\/p>\n<p><b>The lesson: Incentivize exceptional performance.<\/b><\/p>\n<p>As a multinational delivery service (and one of the most recognizable in the world), FedEx has a lot on its plate, and a <em>lot <\/em>of employees (with over 350,000 staff members, it\u2019s actually in the top 10 of US employers). And given that customers are often locked into using certain couriers because of the limited options available to them, it could probably get away with taking a relaxed approach to service, so it\u2019s notable that it pointedly goes in the other direction.<\/p>\n<p>FedEx champions what it calls the Purple Promise, which goes like this: <em>\u201cI will make every FedEx experience outstanding.\u201d<\/em> It details the specifics in this booklet, and the part that sticks out most to me is the advocacy of <em>\u201cthinking beyond our individual roles to find the best solution\u201d<\/em> \u2014 no matter the role of an employee, or what <em>specifically <\/em>they\u2019ve been told to do, they\u2019re implicitly supported in taking special steps to exceed expectations.<\/p>\n<p>And this isn\u2019t simply something to which the company pays lip service. It\u2019s something that gets identified and recognized when it takes place: the employee responsible gets praise, a shot at the Purple Promise Award, and often some publicity in the form of a PR-friendly story. It\u2019s also reflected in the variable pay compensation scheme \u2014 exceptional performers earn more. If you make exceptional performance a core goal of your brand, you can get <em>every <\/em>staff member<em> <\/em>working harder <em>and <\/em>feeling more satisfied with their role.<\/p>\n<\/li>\n<li class=\"ordered-list-large-item\">\n<p><b>Starbucks<\/b><\/p>\n<p><b>The lesson: Create a shared ideal.<\/b><\/p>\n<p>Starbucks has <em>really <\/em>cornered the immensely-lucrative coffee market. You know that a company has excelled when it can reach the point of attracting widespread criticism for supplanting local businesses but quickly emerge unscathed because people enjoy its products so much. Everywhere you go, there\u2019s a Starbucks, and there\u2019s a big reason for this.<\/p>\n<p>What is it? Well, central to the company\u2019s ethos is a belief in something: an ideal of what every Starbucks should mean to people, of what it <em>must <\/em>mean to people. While serving as the company\u2019s VP of Brand Planning, Jerome Conlon put a lot of work into bringing company employees together to discuss the individual ideas of what the business meant and subsequently identifying a vision that everyone could share.<\/p>\n<p>Discussing his efforts in an interview with Branding Strategy Insider, Conlon noted the following: <em>\u201cThis new brand vision talk was given a name: Starbucks \u2013 The New Third Place. It\u2019s not home (1st place) or work (2nd place) it\u2019s somewhere in between, a public hang out.\u201d<\/em> This vision stuck. Now, every Starbucks manager knows exactly what vibe they\u2019re aiming for, and finding ways to achieve it gives them greater job satisfaction.<\/p>\n<p>Ultimately, if you can create an ideal that everyone in your business can believe in and strive towards, you can create a collaborative team atmosphere<a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.zippia.com\/employer\/how-to-retain-top-performers-when-they-hit-the-top-of-their-pay-grade\/\" rel=\"noreferrer noopener\" target=\"_blank\"> that will make every role you fill feel more purposeful \u2014 and more significant<\/a>.<\/p>\n<\/li>\n<li class=\"ordered-list-large-item\">\n<p><b>Shopify<\/b><\/p>\n<p><b>The lesson: Drive company-wide connection.<\/b><\/p>\n<p>Playing a central role in the massive rise of online retail entrepreneurs, Shopify has grown from a small Ottawa startup to a huge provider of scalable store hosting that works at an enterprise level and even supports international sellers \u2014 and core to that growth has been a strong commitment to squeezing all the creative juice from every member of staff.<\/p>\n<p>Consider how competitive and fast-moving the tech industry is. Rolling out a new feature before your competitors can get it off the ground \u2014 even if you\u2019re only ahead by a <em>fraction <\/em>\u2014 can make all the difference, and it\u2019s worth scouring through 100 mixed ideas to pick out the 1 that might be capable of changing the game.<\/p>\n<p>In this 2015 interview, Brittany Forsyth, Shopify&#8217;s VP of Human Relations, spoke about the Shopify culture. What sticks out to me is how seriously they take the concept of bringing people from different parts of the company together, even creating an internal app to do just that:<\/p>\n<p><em>\u201c(Lunchify) [&#8230;] automatically pairs two employees up for lunch every week or month (depending on their setting). [&#8230;] The app sends you an email with a link to the person you\u2019ll be having lunch with. You can check out their profile in our internal portal, Vault, to get an idea of their background, role and interest and then you find them in the lunch line and the rest is history.\u201d<\/em><\/p>\n<p>Part of your internal brand should be a determination to get everyone involved in determining the overall direction of the company, instead of leaving it all to a handful of managers. Get people talking, and they just might have powerful contributions to make.<\/p>\n<\/li>\n<li class=\"ordered-list-large-item\">\n<p><b>Netflix<\/b><\/p>\n<p><b>The lesson: Encourage people to make mistakes.<\/b><\/p>\n<p>Netflix is a streaming phenomenon, now producing an astonishing amount of original content and increasing viewing figures that make the decline of legacy media more glaringly apparent. Originally a service for sending rented movies through the mail, it pivoted, and when Blockbuster famously passed up the chance to buy it, the death knell of traditional media rental was sounded.<\/p>\n<p>You can say that it was in the right place at the right time, sure, but that can\u2019t entirely account for its meteoric rise. Something else that\u2019s played a significant role is the company\u2019s ongoing commitment to <em>embracing failure<\/em> \u2014 trying new things to see if they work, then learning some lessons and moving on if they don\u2019t.<\/p>\n<p>In this 2018 interview with The Drum, Jessica Neal, the Chief Talent Officer at Netflix, explained this part of the business: <em>\u201cWe\u2019re not afraid to fail; it\u2019s all about learning. If we get down a path that we think is the wrong way, we can easily turn around and change it.\u201d <\/em>What\u2019s more, this isn\u2019t simply something they <em>claim<\/em>: it\u2019s also noted in the interview that chief executive Reed Hastings makes an effort to lead by example by freely discussing his failures.<\/p>\n<p>Core to your brand, then, should be tempered freedom to try new things, even if you\u2019re not sure that they\u2019ll work. Knowing that they\u2019ll have the opportunity to get things wrong and learn from them will make your employees feel a lot more relaxed, supported, and creatively fulfilled.<\/p>\n<\/li>\n<li class=\"ordered-list-large-item\">\n<p><b>Virgin Media<\/b><\/p>\n<p><b>The lesson: Make low-level employees feel special.<\/b><\/p>\n<p>Virgin Media is a company that encompasses a lot of distinct departments, but a unifying demand is that of customer support. With TV, phone and internet services inevitably picking up a lot of technical queries and complaints, it\u2019s necessary to maintain a huge set of customer support assistants throughout numerous call centers.<\/p>\n<p>The tricky thing about this is that working in a call center is near-universally acknowledged as an energy-draining experience. Workers get yelled at, criticized, and expected to achieve miracles far beyond their organizational remits \u2014 and if they\u2019re treated as expendable, with nothing done to prevent them from developing low morale, the companywide consequences are <em>dire<\/em>.<\/p>\n<p>In an interview with Discover Global, Simon Jeffers, a Project Communications &amp; Engagement Design Manager at Virgin Media, stated the following: <em>\u201cWe recognise that it\u2019s really hard to get a good work\/life balance so we introduced Virgin Angels to our UK and Off-Shore call centres. Our Angels are there for our people to ensure they can take on the tasks that sometimes distract us from giving great customer service.\u201d<\/em><\/p>\n<p>Knowing that the lowest-level employees <em>are still crucial to the business<\/em>, Virgin Media makes a habit of regularly sending teams to support them by providing good food, helping with admin, and generally finding ways to make the everyday working environment more bearable.<\/p>\n<p>Your brand should make a similar commitment: that everyone in your business, no matter their seniority or station, deserves care and attention.<\/p>\n<\/li>\n<\/ol>\n<div ckmz=\"zippia\">\n<div class=\"row\" onclick=\"location.href='\/employer\/?src=inlinePostAJob-12611';\" style=\"font-size: 14px;color: #333; background: #fff; width: 100%; border: 1px solid #d8dee2; border-radius: 0 0 5px 5px; padding: 20px; justify-content: space-between;box-shadow: 0 18px 20px -20px rgb(0 0 0 \/ 15%); margin:0px; cursor:pointer;\">\n<div class=\"col-sm-8 col-xs-12\" style=\"-webkit-text-size-adjust: 100%; -webkit-tap-highlight-color: rgba(0,0,0,0); --vh: 12.87px;font-size: 14px;line-height: 1.42857143; color: #333; font-family: Open Sans,serif;font-style: normal; box-sizing: border-box;\">\n<div style=\"display: inline-block;margin-top: 10px;font-weight: 600;font-size: 20px;\">Get Started Hiring Now<\/div>\n<\/div>\n<div class=\"col-sm-4 col-xs-12\" style=\"font-weight: 600;font-size: 16px;line-height: 24px; text-align: center; text-transform: capitalize; color: #fff; background: #ff6000; border-radius: 4px; height: 48px; border: none; font-family: Open Sans,serif; display: -webkit-flex; display: flex; -webkit-justify-content: center; justify-content: center; -webkit-align-items: center; align-items: center;\">\n<a href=\"\/employer\/?src=inlinePostAJob-12611\" style=\"color: white!important;\">Post A Job<\/a>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"fancy\" class=\"fancy\" id=\"internal-branding-faq\">Internal Branding FAQ<\/h2>\n<ol class=\"ordered-list-large\">\n<li class=\"ordered-list-large-item\">\n<p><b>Why is internal branding important?<\/b><\/p>\n<p>Internal branding is important because it strengthens employee engagement.<\/p>\n<\/li>\n<\/ol>\n<p> Good internal branding creates more buy-in from employees, which in turn makes a healthier company culture and a stronger external brand.<\/p>\n<li class=\"ordered-list-large-item\">\n<p><b>What is internal and external branding?<\/b><\/p>\n<p>Internal branding refers to the culture a company creates for its employees, and external branding is the culture it creates for its customers.<\/p>\n<\/li>\n<p>Internal and external branding should be complementary in their purposes, while the steps they take to accomplish those purposes will look different.<\/p>\n<li class=\"ordered-list-large-item\">\n<p><b>How do I build my internal brand?<\/b><\/p>\n<p>Build your internal brand by:<\/p>\n<\/li>\n<ul>\n<li>\n<p>Defining your mission and values.<\/p>\n<\/li>\n<li>\n<p>Creating company-wide connection.<\/p>\n<\/li>\n<li>\n<p>Giving employees the freedom to fail.<\/p>\n<\/li>\n<li>\n<p>Recognizing and valuing employees on every level.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"fancy\" class=\"fancy\" id=\"final-thoughts\">Final Thoughts<\/h2>\n<p>Each of these 5 companies has spent a <em>lot <\/em>of money on developing internal branding, so you can\u2019t realistically expect to come anywhere close to their levels of polish \u2014 but you can draw from their approaches fairly cheaply and easily.<\/p>\n<p>Try applying these lessons to your business, and see how your employees react. It might be exactly what you need to become a destination employer.<\/p>\n<p>If you want to get ahead with internal branding, it&#8217;s worth leaning on technology to do so. Check out this guide for using technology for brand market research to get started.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As it\u2019s often said \u201cyour brand is your reputation.\u201d  In this post, draw lessons on how some of the biggest companies in the world have used their brand image to build their companies.<\/p>\n","protected":false},"author":17,"featured_media":13467,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[138,107],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What These 5 Companies Can Teach You About Internal Branding - Zippia For Employers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.zippia.com\/employer\/what-these-5-companies-can-teach-you-about-internal-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What These 5 Companies Can Teach You About Internal Branding - 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