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
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.
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.
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.
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.
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.
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.