Dec 124 min read

Brand Building Begins with Employees: Creating Internal Advocacy for Lasting Customer Loyalty

Updated: Dec 13

Each organization or company regardless of the market it is in, whether it sells a service or a product, public, private, or even government often relies on its brand to create advocacy and to achieve its goals.

In this article, we won’t discuss the importance of a strong brand, but rather one of the most overlooked or under-invested key factors for a company to live, its brand, and that “it all starts with your employees”.

In most branding or rebranding efforts, the organization hires an external agency or utilizes its internal agency and team members to follow some sort of a process that includes:

Essential Steps for Branding and Rebranding

Assess the Current Brand and Identify the Need for Change including a brand audit, assessing the changes in the marketplace and key stakeholder research including employees.
Define the Brand's Core Purpose and Values including mission, vision, core values.
Research the Target Audience and Market.
Develop a Brand Strategy including brand positioning, promise, voice and messaging.
DESIGN the New Brand identity to include logo, colors and guidelines.
Update Customer Touchpoints and Brand Assets such as website, social media channels, marketing collateral and communications.
Launch the Brand / Rebrand through various stories and channels.
Engage with Customers During the transition.
Monitor and Measure the Success of the Brand/Rebrand.
Embed the Brand into Company Culture.
Adapt the Brand as needed while assessing the success of the new brand

Although it may seem straightforward, one of the most critical components that is often overlooked or underinvested in is employees. This can stem from budget or time constraints, but many organizations fail to realize the full potential of their rebrand because they don't bring employees along in the process.

This results in:

Culture: The brand not fully reflecting the core culture of the organization, of which employees are a vital part.
Engagement: Employees not seeing themselves as part of the new identity, and;
Understanding: Employees lacking a clear understanding of the new brand or why it was changed in the first place.

When employees - who are the heart of any organization - haven’t fully bought into the rebrand or lack the necessary tools and resources to engage effectively, it becomes significantly harder for the brand to succeed with its target customers or constituents.

So – what is the solution?

Involve Employees Early: Engage employees from the outset through focus groups, surveys, lunch-and-learns, and other interactive channels to explain the "need for change." Involve representation from all levels of the organization in the rebranding process to ensure the new brand elements resonate and feel authentic, not overstated.
Create Brand Ambassadors: Employees are the first line of brand advocates. By identifying and empowering Brand Ambassadors early on, you can uncover potential challenges and help other employees understand and embrace the new brand. For example, if a key differentiator is that "our employees are our most important asset," it’s essential to confirm that employees themselves feel this way before making that claim a cornerstone of the brand.
Ongoing Engagement: Keep employees informed, excited, and aligned with the rebrand through regular updates, meetings, and feedback sessions. Show them what’s changed and why, winning their minds and hearts in the process.
Enablement and Training: Equip employees with the tools, resources, and knowledge they need to effectively communicate the new brand to customers and represent it confidently in all interactions.
Proof Points and Case Studies: Ensure employees are well-versed in new services, products, wins, and other updates that reflect the new brand, so they can communicate these to customers with authority and enthusiasm.

Employees often have a unique ability to spot "brand statements" or differentiators that don’t quite make sense or lack the necessary proof points. Involving them early ensures the new brand is authentic, credible, and set up for long-term success. It also helps avoid the dreaded eye rolls from both employees and customers.

By fostering early involvement, clear communication, and ongoing support, you create a workforce that is not only aligned with the new brand but also empowered to make it a success in the market.

If you need assistance with any aspect of your rebranding - whether it's employee training, brand strategy, or more - don’t hesitate to reach out. With our team's extensive experience in marketing, research and insights, branding, employee engagement, and training, we’re here to support you at any stage of your branding or rebranding journey.

John Kandemir

CMO in Residence

4xi Global Consulting

Global amenity services and operations, transforming the work experience, and leveraging the 4xi strategic and tactical network.

You can contact John directly at johnkandemir@4xiconsulting.com or learn more about John by reading his bio.

4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure.

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