Internal and Employee Branding
The most successful brands are built from the inside out. With professional services, the service is inseparably linked with the provider, and clients are in effect in the factory with us, watching everything be produced along the way. The most successful firms strive to ensure that the quality of that work is consistently upheld, client expectations are always met, and that there is little variability between service providers within the firm.
Given that a firm’s greatest assets are its people, it is imperative that everyone understand the firm’s brand and its positioning so that their actions are consistent with the messaging put out to the market. If they aren’t, the firm loses power and credibility with its clients.
With the right internal marketing strategy, all employees should know how to properly handle every client interaction.