Why You Need A Strong Internal Brand Positioning Statement

Do you completely understand what an internal brand positioning statement does?  Do you know how it is used and why it’s critical for your brand?  Has your company adopted a well thought out internal brand positioning statement?

Since most companies have not developed internal brand positioning statements, you most likely answered at least one of the questions with a “no”, you should definitely keep reading.  Even if you listed three yeses, there are more than likely some key takeaways from the insights below.

First, it’s best to explain the philosophy, interpretation, and practicality of using such a critical strategic tool.  Simply stated, an internal brand position statement should provide the underlying platform for all communications with your employees and other stakeholders.  It should distinguish and differentiate the company’s workplace by constantly articulating its points of differentiation, culture, and unique values.

An internal brand positioning statement is crucial to the success of a company that is labor intensive.  The messaging consistently reinforces how the company expects its employees to interact with one another and their customers across a broad spectrum of topics and geographic areas.  Thus, how the company positions its internal brand has a dramatic impact on their customers’ decision buying process.

So what exactly is an internal brand positioning statement?  It is a simple, concise written statement of the concept and parameters behind an internal brand meant to communicate its workplace culture’s supported points of distinction, aligned management practices, and external brand image.

The main components of a well-crafted internal brand positioning statement include:

1. Definition: How does the company define itself as an employer and a place to work?
2. Differentiation: What makes the company’s workplace special?
3. Deliverable: What value does the company provide its employees so they can deliver the product/service uniformly to all customers?

Following this cadence and structure really forces a company to examine its internal brand strategy.  Our experience shows the most successfully designed internal brands, have powerful positioning statements that control the brand’s workplace destiny, drive internal and stakeholder communication, and are aligned with management practices.

As you ponder an existing internal brand positioning statement or the creation of a new one, consider the following points to ensure it is truly unique and differentiating.

1. Credible: Will employees believe it?
2. Relevant: Will employees care?
3. Unique: Can potential employees see it as a believable claim?
4. Durable: Is it aligned with your management style and HR policies/programs?
5. Inspiring: Will it engage your workforce?

If you follow this thinking, you can be assured the internal brand positioning statement will not only be effective but also stand the test of time.

So, now what do you think about an internal brand positioning statement?  Can a successful company live without it?

Please send us your comments and experiences.  Let’s hear some more ideas on ways to create a winning internal brand positioning statement.