The most overlooked part of branding is…

Your employees are the most overlooked aspect of your brand.

Surprisingly, there hasn’t been much written about internal branding on this list. So let’s change that. 

A company has customers and potential customers. The way they feel about the company is its brand. 

A company has staff, stakeholders, partners, and collaborators. The way they feel about the company is its internal brand. It’s internal reputation. 

If a company's brand lives in the minds and hearts of customers and potential customers, then the internal brand lives in the minds and hearts of the folks behind the curtain.

A company cannot dictate their internal brand. They can only influence it.

So if you don’t already, you should care a lot about your internal brand. Especially if you’re in a position to have influence. 

Just like how strategic branding can attract loyal customers, internal branding can build a resilient team. A team that takes pride in building and supporting the brand. 

Loyal customers become your best ambassadors. Loyal employees become your best salespeople.

Think about it. Do you want a team that’s just a group of people working together (if you’re lucky)?

Or do you want a team that’s bigger than the sum of its parts?