There is no doubt that your brand is your most valuable asset. Brands build loyalty. But, if your employees can’t deliver that brand promise at each and every touch point with your customers, then your brand will begin losing value—quickly. Getting your employees on board before you role out your brand to the marketplace is essential.

Although it is essential, many marketers often skip the crucial step of internal branding. Selling your brand to your employees should come way before you try to sell your brand to your customers and/or prospects. If your employees don’t believe in what you are selling or don’t understand it, then it is likely all you will deliver to your customers are empty promises.

Your first step, after you’ve determined what your brand positioning and messaging should be, is to infuse the brand personality into all aspects of the company. Support from upper management is key. Employees at all levels will need to buy in to the brand and begin to live the brand on a day-to-day basis.

This isn’t something that can be accomplished in a month or even 6 months; it takes a while to make the cultural shift. But, the rewards are huge. Customers are happy because they feel you have delivered what you promised. And, believe it or not, your operating expenses should fall over time. Employee satisfaction improves and turnover decreases as well.

If you are not sure if your employees understand your brand, take a quick survey and ask them to define your brand, list your brand’s key differentials, and explain their role in delivering on your brand promise.

You might be surprised what you find out…..