More and more often this topic is being debated online, at conferences and in boardrooms across the globe. Companies are always looking for ways to improve their bottom line and after investing in traditional methods of connecting with their customers, many are realizing they should work towards creating a better connection with their workforce.

This is when the conversation of internal brand takes place. And in these conversations the inevitable question comes up: “How important is it?”

The debate between the two sides really isn’t a debate at all. At Tribe we view the internal and external brand as two parts of the same whole. This may sound oversimplified, but the values a company promotes to their customers should blend with the values they communicate to their employees. Once this is done, the internal culture will be in a stronger position to support the external brand and the ideals it promotes.

The Insider’s Understanding
Many companies have the assumption that if the external branding is successfully doing its job, then employees will simply fall in line with the promises, values and personalities that it promotes. However, this is not always the case. Employees have an insider’s understanding of the company and communications with them should appreciate and respect that.

Start with values. When the decision has been made to invest in the internal brand, many times that starts with the creation or resuscitation of a company’s values. Tribe has worked with many companies to evaluate, categorize and bring to light the aspects of their organization that’s important for them as they grow, advance and move forward in the future.

It comes down to the idea of commitment. Reputable companies want to make a promise to their customers and deliver on it. At the same time, a promise should be made to the people that work, breath and spend their lives keeping the engine running. When the two sides work in harmony, they build a stronger company together and create a lasting entity in their industry.