What is an Internal Brand Identity?
In our previous article we discussed Brand Identity and how to utilize it. Through this we discovered that it is made up of two components, the Internal and External Brand Identity.
As a Refresher
The internal brand identity can be characterized by some of the same features that describe human identity. When we present a brand, we’re trying to convince the public of what makes a business different. We’re trying to create a clear understanding of what it is all about in people’s minds. What we do, how we do it, and why we do so.
The best way to think about the identity of a brand is to imagine a brand as an entity and then ask how the entity how it should express itself.
Components of An Internal Brand Identity
Brand Personality
When consumers interact with a product, “who” will they interact with? If the business was a person, what kind of person would it be? The personality of a brand is directly related to the kind of person that the product tries to attract. A luxury brand would have a somewhat different look than a late-night delivery service. That’s because they cater to different consumers of different preferences.
Product Voice
The message that your product convey is related to the identity of your brand. If it was a person, what would he say? Knowing this is important for marketing purposes because the goal is to communicate efficiently with consumers. Such as a character in a story, the things that a business says in its ads, on its forums, and anywhere it communicates it messages, its voice has to be consistent. Because making things that are inconsistent fosters distrust and would only lead to consumers having a hard time believing and listening to your brand.
Brand Values
As any individual, an organisation is expected to have its own morals. The company principles convert directly into brand principles and contribute to the identity of the brand. These morals are the basis of trust and commonality between you and your consumer. According to the Harvard Business Review, 64% of people who say they have a partnership with a client hold a shared expectation as the primary driver of a friendship. What does that mean for your business? It means that who or what you associate your brand with becomes a representative of your morals.
Brand Mission
The mission of an organization is relevant to its values. An organization’s mission should be transparent to the consumer. Having and publicizing your mission allows your brand to enlist the help of its audience to achieve it. Grabbing your audience’s attention with a mission helps you to integrate the product into the market easier while offering reasons as to why they would prefer yours over the competition. That’s why today a lot of corporations combine social consciousness into their brand. Having a publicized mission is an important part of your internal identity because it humanizes your brand.
Brand Positioning
This component of an Internal Brand Identity asks the question of where? This function is a summary of all the other internal characteristics that we have discussed. It’s just about wanting to convey what makes the business different from the point of view of the competition and audience. More than being strictly abstract, the actual location of a organization is therefore equivalent. Along with in which niche is your message found? Or which stores carry your products and in what isle?
While some may not see the importance of this, the position of your brand should give the consumer basic details about your services and products.
Conclusion
It is important that you understand what your brand represents and what its mission is. Otherwise, the brand wouldn’t sound like a “individual” for consumers, and consumers are less likely to relate to it. Meanwhile, a distorted understanding of a company’s internal identity makes it very difficult to garner conversions.
Thanks for sharing such an awesome article, Brand imaging can truly assist your company by distinguishing your website from your competition and provide an added incentive for others to spread the word, based upon the viral nature of your campaign.branding is an effective tool to make your product known by customers.
thanks,best regards.
In any kind of business, branding is one of the most important things to take care of. It goes a long way to determine the public perception of the company. This post has been quite helpful as it provides much detail on internal branding and what it entails. Personally, I feel one of the things to place a top priority upon is brand values as I’ve seen the vital role it plays in the growth of certain companies.
Every business or an opportunity or establishment requires a brand identity and unless it can be well done, it may prove to be very difficult for anyone to invest in it. Thanks so much for sharing this with us all. I really think it is high time I build an identity around my business so it can accept general public allowance. Thumbs up
I have never thought of brand identity like this. In fact, I never puzzled it as it having an actual and visual representation which is truly an eye opener when it comes to building your business and making a difference in what you’re portraying and how you’re doing so. I find it so fulfilling when I find articles like this that give me an insider on how things work in other people’s minds. Great job!
Wow, it’s very good to learn about what brand Identity is and what the internal brand Identity connotees as well. I have seen that there are a lot of brands who do not keep to their brand mission statement and it kills the identity and integrity of their brand as well. Also, the brand value should be put in high esteem always. Nice piece
This is very interesting. Like I mentioned in the previous post ” Brand identity”, the external identity attracts the consumer to your products or company but the internal identity will keep them!
Personality is very important in internal identity, just like in humans the outward appearance has done a good job in attracting people to you but your personality will keep them attracted or will chase them away, same with personality when it come to products or company.
This is a rather interesting topic here that I am reading. I have to say that it is very interesting to learn some more aout the internal brand identity which is in a way different from the normal brand Identity. I think the information you gave about it is very nice also. The brand morals should always be held up high
Hi there thanks for this educative reviewnon internal brand identity. Just like you said It is important that you understand what your brand represents and what its mission is. Otherwise, the brand wouldn’t sound like a “individual” for consumers, and consumers are less likely to relate to it and I totally agree with that. Thanks once again.
This is interesting to me. I have never thought of a brand as an individual, but it makes sense. I am more familiar with the external identity. But thinking of a brand as an individual has to lead to the internal identity because the internal identity is what ultimately makes the connection with others click. Right?
Yes, its the glue that merges everything.
wow what an interesting article we have here,branding fulfills key functions for consumers and companies alike.Brands play a role in terms of communication and identification,it also makes a product to be more attractive.They offer guidance,convey an expectation of quality and so offer help and support to those making purchase decisions.Thanks for sharing this with us.