Regenerate!

Business transformation requires fundamental changes in the business model, market offerings, in the way customers perceive them, and in the way employees and supply chain partners see the company and its market offerings. Transformation requires Internal and External Branding Transformation requires leadership of high caliber. Do you agree? How does one define leadership? Can one develop these leadership skills? Write on this blog! Hemant

Businesses like IT, Banking, Mutual Funds, and Insurance deliver pure services to their customers. Industries like hotels or airlines also have services as important part of their outputs. Despite large levels of automation, significant part of customer experience depends on their employees’ competence and attitudes. Internal branding is very crucial for these businesses. Lack of internal branding or negative branding can strike at the sustainability of these businesses.

Business processes provide direct pathways for creating and delivering value to customers. Processes such as product creation, order execution, distribution, complaint resolution etc. have direct impact on customer experience, asset productivity, costs, and employees perceptions. Customer experience is brand image. Employee perception is internal branding of a company and its market offerings. Employee perception is directly shaped by how well various buisness processes run across the organization. Therefore the link between external branding and internal branding is very strong. Exponient’s business transformation services and PURPLE STREAM Brand & Design services work on this two link between internal branding and external branding.

Internal branding is what employees think about your company and your products and services. Employees know a lot more about their company’s products and processes behind them. Therefore their perceptions can be leading indicators of how customers may perceive the products. Internal branding requires that your business processes are managed well. Your internal communications must be well designed to provide information that employees value. For articles on internal branding see Exponient web site.