A few weeks ago I participated in a discussion table at the Faculty of Commerce and Management of the University of Malaga organized by the Master’s Degree in Business Marketing , thank you Benjamin! Entitled Internal Branding as a differentiation strategy . In it we had the opportunity to enjoy Eritrea Email List the presentation of Carlos de la Guardia, recognized expert in Internal Branding. Thanks Carlos! I’m going to try to transfer everything we learned to you. Until now, when a company wanted to promote or create a branding strategy, the fastest option consisted of: – Sponsorships, where the most effective are usually sports, cultural, television sponsorships … – Large advertising campaigns, especially on television and in the press, “mass media”. – Large corporate brand image events. All actions, which entail high budgets, and which gave prestige and recognition to the image of the brand based on economic resources and highly creative elements. A fast, short-term, and burdensome formula. With the current economic situation, the budgets of companies have been reduced in all functional areas and investment in Branding has not been an exception, decreasing and even disappearing in some sectors.
And now what can we do? Because it is clear that the brand is the main unique, intangible and differentiating value. In this difficult context, Internal Branding was born. A definition of Internal Branding ” It is the tool that ensures that the messages of the brand (the brand promise) are transformed by the employees into a reality that reflects the expectations of the customers of the brand experience ” (Khanyapuss Punjaisri, Heiner Evanschitzky, Alan Wilson, (2009) ”Internal branding: an enabler of employees’ brand-supporting behaviors”, Journal of Service Management, Vol. 20 Iss: 2, pp.209 – 226 ) Therefore we are talking about a business tool and a work methodology . What does it consist of?
Internal Branding consists mainly of communicating to the employee eu phone number the experience of the brand in the same way that we transfer it to the client, since the employee should be the first client of our company. The purpose is none other than to improve the attitude and perception of employees towards the brand and ensure that they act in a manner consistent with the image of the brand. In this way we can: – Control all the contact points we have with the client: direct and indirect, face-to-face or remotely. – Manage the experience between customer and employee . Have more control over this interaction. For this, it is necessary to establish a double value in the company, one for the employees and another for the company itself.