Traditionally, brand building has been focused on consumers, with companies fine-tuning their narratives to resonate with their target market. However, this consumer-centric perspective only tells half the story. As the business landscape evolves, companies must recognize the equal importance of their internal audience — their employees. The brand must ring as true for the company’s workforce as it does for its consumers.

For a start, employees are the bedrock of any company. They are the ones who bring the brand to life every day, in every interaction with consumers. The brand message serves as a guiding beacon for employees, informing their actions and decisions. If the brand resonates with them, they can become brand ambassadors, instilling trust and credibility in the eyes of consumers. Conversely, if employees perceive the brand as disingenuous or inconsistent, they may not feel motivated to embody its values, which could lead to a disjointed customer experience.

This idea dovetails into the concept of ‘Brand Alignment,’ which emphasizes that both internal and external brand perceptions should be harmoniously aligned. Discrepancies between these perceptions can result in cognitive dissonance, leading to lower employee satisfaction and loyalty. A strong internal brand fosters a sense of purpose and identity among employees, increasing their engagement and productivity. When employees believe in the brand, they are more likely to take pride in their work and deliver superior customer service, thereby enhancing the brand’s reputation.

The emergence of social media has made the internal brand perception more critical than ever. In this digital age, employees can easily share their experiences and opinions about their employers with a global audience. If the brand’s external image is rosy, but the internal reality is discordant, this disparity will likely be exposed, damaging the brand’s reputation. A brand that authentically aligns its internal and external narratives demonstrates transparency, a value highly prized in today’s society.

From a recruitment perspective, a strong internal brand can help attract and retain top talent. According to a LinkedIn survey, 75% of job seekers consider an employer’s brand before even applying for a job. Employees today, especially millennials and Gen Z, seek meaningful work that aligns with their values. If a company’s brand resonates with these values, it can significantly improve its ability to attract and retain the best talent.

What’s more, a brand that rings true for its employees inherently promotes a sense of inclusivity. Inclusivity creates an environment where everyone feels valued and heard, leading to innovative ideas and solutions that can propel the brand forward. As diversity and inclusion increasingly become business imperatives, the role of an authentic brand in creating an inclusive culture cannot be overstated.

Finally, an internally consistent brand can play a crucial role in fostering resilience during times of crisis. If employees trust and believe in the brand, they are more likely to show commitment and adaptability when the company faces adversity. This employee resilience can be a significant asset, helping the company to navigate challenging circumstances and emerge stronger.

In short, for a brand to maximize its potential, it must ring as true for the company’s employees as it does for its consumers. A brand is not just a logo or a tagline; it is a promise, a culture, a way of doing business. By harmoniously aligning the internal and external brand perceptions, companies can create an environment where employees feel engaged and motivated, consumers trust and respect the brand, and the company’s overall performance flourishes. After all, a resonant brand is not just about perception; it’s about living up to its promise and delivering on it consistently, inside and out.