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Last week, we discussed three aspects of branding: selecting a company name that reflects your product and/or service, pinpointing differentiating factors to create a brand identity, and expressing your brand identity through visual identifiers like a logo, tagline, and typography. Today, we’re going to talk about one of the most overlooked aspects of branding: internalizing your brand.

Long before you start communicating your brand identity to the public and to your customers, every person in your company has to have a thorough understanding of your brand identity. How this happens depends upon the size of your company. If you’re a sole proprietor, don’t have any employees, and work from home, you might only need to print out a list of bullet points and tack it up on a bulletin board near your desk.

If you’re a small or medium-sized company, you might want to start by giving a presentation to your employees outlining your brand identity, and all of the points of contact (such as phone interaction with customers, company emails, letterhead, advertising, and media relations) where your brand identity will be expressed. From there, you will need to supply each employee with supporting documentation and all of the ancillary materials (logos, taglines, etc.) that he or she will need for their position within the company. It’s also a good idea to develop an orientation packet for new employees so that they can quickly come up to speed on your brand identity.

Your brand identity should also be a component of your employee hiring and retention strategies. One of the criteria you use to screen potential employees is how they can contribute to further your branding strategy. Similarly, employee performance evaluations should include an assessment of how successfully they are carrying out your branding strategy.

Tomorrow, we’ll discuss ways to communicate your brand to external audiences.

This post was written by

Chris Robertson – who has written posts on Website Promotion Strategy.
I have been doing SEO for 15yrs now! Chris Robertson

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