3 Core Elements of Internal Branding

A cohesive brand strategy goes beyond eye-catching colors, fonts, and material. To make the brand, your strategy roadmap must connect external and internal branding.

Tomorrow’s consumers may not find today’s products relevant. But, your ideal customer will stay loyal because of the elements that make up your internal brand. So, before you start scrolling Pinterest for inspiration for your brand’s typography and color palette, take the time to sketch, plan, and solidify the foundation of your brand.

It’s time to start thinking about what your brand stands for, why your brand exists, where you see your brand going, and how you, your staff, and your ideal consumers will get there. 

So, follow along and find out what the three core elements of internal branding are!

Brand Purpose

Your brand’s purpose— your why— must inspire everyone. And by everyone, we mean everyone. The brand’s purpose must evoke inspiration in your employees and a sense of urgency from consumers.

With a compelling brand purpose, your employees will want to challenge the status quo to drive your brand’s identity and awareness forward while your consumers will believe your brand is what they need in their daily life.

So, why does your brand exist? Why should consumers choose you? What gap are you trying to fulfill in the market with your brand?

Once you have your purpose down, start comparing your brand’s purpose with others within your industry. Then, make sure to set your purpose apart from the others and make it unique with your company’s personal characteristics.

An extra tip to keep in mind: Just as species evolve, so will your brand.

Continuing to be adaptable to your brand’s purpose while staying authentic, transparent, and communicative to consumers will guide you to success!

Brand Values

Your brand’s value is a vital organ when developing your brand’s mission, purpose, and vision. They are the foundational beliefs your company follows— substantial terms that you, your marketers, and other staff uphold while pursuing your mission and vision. Examples: 

  • Consumer-centric
  • Diversity
  • Transparency
  • Reliability
  • Sustainability

A small nugget of advice when developing your internal branding: your brand values should mesh intimately with your guiding principles. The best way to explain the difference would be to think of your brand values as what your brand stands for, and your guiding principles are your how-to’s; they exist to act out your mission statement.

Brand Vision

The core of your brand vision statement is an understanding of the long-term impact you want to make with your brand’s mission.

What is the difference between your brand’s vision and mission?

Think of your brand’s mission as the starting point, Point A. Within this area, your brand establishes objectives, goals, and approaches to the public eye.

Now, your brand vision is the goal post, Point B. While your mission is your brand at present, your vision is what your brand will become in fruition.

Keeping the statement authentic, simple, and straightforward will be easier for consumers to remember your brand. So, when you dive into creating your vision, remember:

  • Think bigger picture
  • Growth
  • Consistency
  • Revisions

Building Your Internal Brand is as Easy as Drawing From Memory

Our creative team at Drawing From Memory branding agency will help ensure your internal branding will not only stand out from competitors but motivate your workers and resonate with your ideal customers. Contact us now to get started!