| What do you view your company to be? How do you | | | | company stands for, and what the company's clear |
| get from where you are to where you want to be? A | | | | goals are. |
| lot of it comes from within- within the entrepreneur to | | | | Great examples of this can be found throughout all |
| make their vision a reality. And from within the | | | | types of industry. As a designer and engineer at |
| organization to make the vision a reality everyday. | | | | Disney, you are not just an employee, you become an |
| What am I talking about? | | | | imagineer. You know you have made it to the top in |
| Internal branding. In my opinion, it is the idea that | | | | pro wrestling when you join the WWE and become |
| everyone in the organization promotes the brand from | | | | not just another wrestler, but a WWE Superstar. And |
| the inside-out in a natural way. This internal branding | | | | who said that job titles have to stay traditional? At |
| must begin with and be woven into the fabric of the | | | | Cranium, the brand can be seen at all levels from the |
| vision of the entrepreneur. It cannot be an afterthought. | | | | names of conference rooms to the titles that are |
| If a company hastily creates internal branding to jump | | | | given out. For example, instead of just being Cranium's |
| on board, it will be obvious in that it stands out in the | | | | CEO, Richard Tait is the Grand PooBah. |
| wrong way. | | | | Internal branding not only adds consistency to the |
| A lot of the internal branding characteristics have to do | | | | overall company and brand, it can energize employees |
| with creating a healthy work culture and environment. | | | | to be proud of their title, team, etc. This will only help to |
| Through this environment, the brand creates a natural | | | | further promote the brand because these employees |
| following from within. With the employees all on board | | | | are more likely to share their excitement with others. |
| with the brand, the vision, the mission, the company | | | | It's natural to share with others. And it happens to be |
| now has a team of natural marketers. Who better to | | | | one of the best marketing strategies out there still |
| represent the brand that loyal, true employees, who | | | | today- word of mouth. |
| genuinely believe in what they are doing, what the | | | | |