A staggering 9 out of 10 consumers will stop patronizing a brand that loses its credibility or authority, according to Eptica Digital Trust. With so much at stake, you must ensure your brand has a good relationship with its clients. To do that, ensuring your brand’s authority outside and within is crucial. So, how can you establish your brand’s authority from within the brand? In this article, we’ll explore effective internal marketing strategies to establish your authority within the brand.
Internal Marketing Strategies: Use Other Authorities In Your Content
According to the Havas ‘ Meaningful Brands report, around 90% of consumers expect brands to deliver quality content to build their authority. The same principle applies to build your authority within the brand. An excellent way to establish that authority is by using trustworthy sources in internal and external content.
These sources are from established news outlets, recognized organizations, and academic papers. Using these sources in internal marketing memos adds credibility and boosts your authority.
The Cornerstone of Transparency For Effective Internal Marketing
Transparency within an organization doesn’t just build trust; it lays the foundation for a deeply integrated team that’s aligned with the brand’s objectives and strategies.
Going beyond the mere sharing of goals and performance metrics, transparency involves creating a culture where every team member feels genuinely involved in the brand’s journey.
This can be achieved through comprehensive briefings, sharing insights into decision-making processes, and fostering an environment where questions and curiosity are encouraged. Encourage leadership to lead by example, sharing their visions, challenges, and even failures openly. This level of honesty nurtures a culture of mutual respect and shared purpose.
Nurturing Brand Ambassadors From Within
Turning employees into brand ambassadors is a potent strategy, but it requires more than just occasional training. It calls for a continuous engagement strategy where employees are regularly updated on the brand’s journey, achievements, and future plans using internal marketing.
Create immersive experiences, such as behind-the-scenes tours of different departments, to help employees understand and appreciate the intricacies of the brand.
Develop a brand ambassador program that identifies and trains enthusiastic employees to represent the brand at events, in the media, or on social platforms, providing them with the tools and confidence to share their brand stories authentically.
Place A Spotlight On Any Accreditation Or Awards
Another good way to build your authority is to direct attention toward any accreditation or awards your brand has received. Brands that have awards experience 37% more sales and 44% more stock value, according to Hendricks & Singhal. Staff will feel proud to work for a good brand.
Clients will be glad you are qualified to suit their needs. Putting a spotlight on any accreditation or awards you’ve received will help establish your authority.
Internal Marketing Strategies: Empower Your Employees
When your employees are happy and respect your authority, consumers recognize this. So, empowering your employees is a great way to establish your authority. You can do this by acknowledging contributions and awarding them appropriately. It’s also good to be consistent with the message you show the public and your employees.
For example, if you promote a family-friendly culture, your employees should benefit from this, too. You build your credibility with your employees that way, and they effectively turn into brand ambassadors, which helps to establish your authority further.
To get your brand’s authority to a level synonymous with the niche itself. It must start from within. If the very core of your brand does not uphold the values or message it says it has. So, you will have a hard time getting consumers to trust you. As such, reviewing your current internal marketing and applying the necessary measures to grow and establish your brand’s authority from within is essential.
Building a Positive and Inclusive Workplace Culture
A positive workplace culture is the engine that drives motivation and brand loyalty. It’s about creating an environment that not only celebrates success but also provides a supportive framework for dealing with challenges. Incorporate practices that emphasize mental health and well-being, such as mindfulness sessions or flexible working arrangements, for effective internal marketing.
Celebrate cultural diversity within the team, organizing events and activities that allow employees to share their backgrounds and traditions, enriching the collective company culture. This approach not only enhances employee satisfaction but also injects a diverse range of perspectives into the brand’s narrative.
Evaluating Success: Metrics for Internal Marketing
The impact of internal marketing strategies should be meticulously evaluated through a blend of quantitative and qualitative metrics. Beyond tracking engagement rates and employee satisfaction scores, delve into the depth of brand understanding across the team, the effectiveness of internal communications, and the external impact of employee advocacy. Establish benchmarks and regularly review progress, using these insights to refine strategies and celebrate achievements.
Recognize and reward departments or individuals who exemplify the brand’s values in exceptional ways, making success a shared celebration.
In sum, the journey to establishing authority within your brand through internal marketing is multifaceted, requiring a commitment to transparency, engagement, and continuous improvement.
