Unleash your internal brand: A CMO's guide

Kevin Kerner
January 10, 2024
10 minutes

The Mighty & True Brand Internal Launch Guide

We've all seen it. A new brand is about to be unveiled. Everyone is excited at all the hard work that went into updating the website, business cards, email signatures, and ads. But alas, what about the internal launch? 

In my experience, the external launch gets all the glory during a new brand launch, and the internal launch is underwhelming. This is a significant missed opportunity because employees are the brand, and they are the best chance to bring the new brand to life.

I've witnessed firsthand the transformative impact of effectively introducing a brand to its internal audience. This process isn't just about unveiling a new logo or tagline; it's about fostering a deep, resonant connection between your brand and those who embody it every day – your employees.

Why is this internal unveiling so pivotal? Because your employees are your brand's first and most influential ambassadors. Their belief in and commitment to the brand can dramatically shape external perceptions and its success. Accenture notes in a recent report that the lines between our employees business and consumer brand awareness is blending quickly. It's more important than ever to pay attention to how your employees might be your biggest fans and advocates.

In this post, we'll dive into the art and science of launching your brand internally. From preparation to execution, we'll explore a step-by-step guide that ensures your brand not only debuts internally with impact but also continues to thrive and resonate within the walls of your organization.

Why is your Internal Launch So Important

Picture this: a new product or brand is launching, and the marketing team is buzzing. Campaigns are ready to roll out, and the external world is about to meet your latest innovation. But a critical puzzle piece is overlooked – your team's understanding and embrace of the new brand.

In the tech industry, where evolution is constant, the role of internal branding becomes not just important but essential. It's the foundation upon which your employees will build their understanding and advocacy of the brand. Think of it as the internal ecosystem that nurtures the roots of your brand, allowing it to flourish externally.

Why Internal Branding Matters

  1. Employees as Brand Ambassadors: Your team members are your first line of brand ambassadors. Their belief in the brand's mission and values can significantly influence customer perception and loyalty.
  2. Consistency Across All Touchpoints: A well-understood internal brand ensures consistency. When your team is aligned with the brand's core message, this consistency naturally extends to customer interactions and external communication.
  3. Cultivating a Strong Company Culture: Internal branding is critical in shaping and reinforcing your company culture. It aligns employees with the company's goals and values, fostering a sense of being ongoing and purpose.
  4. Enhancing Employee Engagement: Engaged employees are more productive and motivated. With global employee at an all time high, a robust internal brand connection can boost morale and job satisfaction, leading to better performance and reduced turnover.
  5. Diving Business Success: Effective internal branding ultimately contributes to success. It creates a unified front, aligns goals, and amplifies the impact of external marketing efforts.

Now that we've covered the importance of your internal launch plan, let's look at a step-by-step process for launching your brand internally, ensuring that your team is informed, inspired, and engaged with the brand's vision and goals.

A Practical Step-by-Step Guide to Launching Your Brand Internally

1. Preparation and Planning

Before the big reveal, the brand team must do the groundwork. This stage involves strategizing and tailoring your approach to fit your unique organizational culture.

  • Understand Your Audience: Know your internal audience – their values, expectations, and perceptions of change.
  • Define Clear Objectives: What do you want to achieve with this l launch? Set measurable goals.
  • Develop a Comprehensive Plan: Outline the steps, timelines, and resources needed for a successful launch.

2. Developing Your Internal Branding Message

Your brand message is the heartbeat of your launch. It should resonate with your team and reflect your company's vision.

  • Craft a Compelling Narrative: Create a story that connects emotionally and intellectually with your employees.
  • Ensure Alignment with Company values: Your brand message should be a natural extension of your existing company values.
  • Consistency is Key: Maintain a consistent tone and message across all internal communications.

3. Employee Engagement and Involvement

The success of your internal brand launch largely depends on how well your team embraces it.

  • Involve Employees Early On: Get input and buy-in from various departments to foster a sense of ownership.
  • Create Interactive Experiences: Host workshops, Q&A sessions, or internal events to introduce the brand engagingly.
  • Feedback Mechanisms: Implement channels for employees to share their thoughts and feedback on the new brand.

4. Creating and Distributing Internal Branding Materials

Tangible materials can help solidify the brand's presence within your organization.

  • Develop Engaging Materials: From internal newsletters to branded merchandise, create items that excite and inform.
  • Choose the Right Channels: Leverage internal communication platforms like intranets, emails, and meetings for distribution.

5. Monitoring, Feedback, and Continuous Improvement

Post-launch, keeping the momentum going and building upon the initial excitement is crucial.

  • Track Engagement Levels: Use surveys and other tools to gauge employee engagement with the new brand.
  • Iterate Based on Feedback: Be open to making adjustments based on employee input.
  • Regular Reinforcement: Continuously promote and reinforce the brand values and message through ongoing communications and initiatives.

Content and Format Ideas for Ongoing Brand Reinforcement

This is where the fun starts: exploring the realm of content and format ideas for ongoing brand reinforcement. Once the launch and then after the initial excitement of the launch's first wave, it's crucial to keep the momentum alive. This section is dedicated to creative and engaging ways to continuously reinforce your brand's presence and values within your team. From interactive digital platforms to immersive brand experiences, these ideas are designed to not only maintain but also amplify employee engagement with your brand throughout the year.

Internal Newsletters: Share brand stories, updates, and achievements.

Branded Merchandise: Create daily-use items with the brand logo.

Digital Platforms: Utilize internal social networks for brand discussions.

Training Sessions: Conduct workshops on brand values and messaging.

Brand Ambassadors Program: Empower employees to champion the brand.

Video Messages from Leadership: Share inspiring messages about the brand.

Interactive Quizzes and Games: Engage employees with fun brand-related activities.

Brand Storytelling Sessions: Organize storytelling events about the brand's journey.

Employee-Generated Content: Encourage employees to create and share their own brand stories.

Virtual Reality Experiences: Create immersive brand experiences.

Podcasts on Brand Topics: Produce internal podcasts discussing various aspects of the brand.

Brand Challenges and Competitions: Foster engagement through friendly contests.

Branded Office Decor: Reinforce the brand visually in the workplace.

Internal Branding Workshops: Educate employees about brand strategy and implementation.

Social Media Takeovers: Let employees take over company social media for a day.

Brand Value Awards: Recognize employees who embody brand values.

Photo and Video Contests: Encourage creative expression related to the brand.

Employee Testimonials: Share stories of employees' experiences with the brand.

Branded Team Building Activities: Incorporate brand elements into team-building exercises.

Brand Anniversary Celebrations: Mark important milestones with celebrations.

Getting your internal brand launch right

Launching a brand internally is a journey toward a unified company culture. A successful internal brand launch is pivotal for fostering a culture where employees are engaged and aligned with your brand's vision. It's a journey that transforms your team into brand ambassadors and sets the stage for external success. If you're looking to craft a launch that resonates deeply within your organization, Mighty & True is here to help. In fact, check out a ton of new ideas on how to launch your external product and brand here along with many other campaign options. Our expertise in tech marketing and brand strategy can guide you in creating an impactful and memorable internal brand launch. Give us a shout! 

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