We all remember the first time we step into somewhere magical, whether it’s a toy shop as a little child, your favourite restaurant or your home for the first time – that initial second where you take in all the senses matters, and is why brands need to make sure the internal branding inside their offices, retail spaces and venues hits home from the moment they step foot onto the premises.
Branding plays a huge role in the decision-making process for any consumer, yet people don’t align their external imagery with their internal, which can cause brands to miss out on the enhancement of their staff working in a positive space or create that lasting impression on visitors.
Understanding Internal Branding
When we talk about internal branding, it goes beyond just what you see. The space that you have needs to link to what you show, what messaging you try to tell the world and create a consistent brand value that can be appreciated from interactions with your business, and the way you “dress” yourself.
Internal branding is a great way to showcase who you are, what you stand for and what you want to be known for, along with helping your colleagues understand who they are working for and what they need to do to achieve the collective goal of the business. Imagery as simple as the logo, colour palette and the correct copy can transform a space before your own eyes. In this guide to internal branding, we’re going to give you the rundown of how to enhance your offering through creative design, eye-catching print and the right brands to help you achieve your goal.
Make it welcoming and warm
First impressions count, so consider how someone who has never met your business before would feel when they take the first step into your business. Create a warm and welcoming feel that blends who you are and what you stand for, and the tone is set from the start.
Consider who sees it and what you want to get out of it
Once they take that first step into your world, think about why they are there in the first place. What attracted them in, are they looking to buy, are they trying to build a relationship with you, whether it’s your office or your event, make sure that your business puts its best foot forward and set up your visuals and your layout to create a scenario where your goal is met as much as possible.
Get everyone involved – no idea is a bad idea
Your staff are tangible advocates for your business, so why shouldn’t they be a part of the decision process when it comes to something as universal as the way you internally brand? People might interpret your brand guidelines and goals differently, and it could create a direction and visual identity for you!
A fun exercise that works for some people is to speak to the suppliers and clients you have strong relationships with, there’s no better guide than the people who you are trying to impress!
Constantly review and evolve it
You might have the right messaging and the right products now, but the needs of a customer change constantly, so don’t be stagnant! Brands that are in a state of decline often struggle to adapt to the consumers’ needs, so make sure your internal and external branding line up with what the customer expects from a company, and help transform it into a sale!
Link your internal with your external branding
It sounds obvious, right? So how do so many get it wrong? It’s simple, how you see yourself on the outside is how you should see yourself on the inside, and building a culture that reflects that along with your messaging, advertising and signage can make it go a long way.
Colour is everything
Using the wrong colours or a clashing palette can be a big detriment, make sure you have a solid foundation of colour that compliments your aesthetics and enhances your logo. Consider some of the work by Carl Jung and the dive into colour on a psychological level and Robert Plutchik’s wheel of emotion, and understand what your colour is portraying to your customers.
Keep it short and sweet
A key issue brands make when using text within their internal branding is trying to get too much information in a short period of space, and time. The likelihood of people stopping to take it all in is low, so have your advertising enhance their experience, explain your journey and what you stand for in short, snappy statements that get the point across at a glance of a wall.
Lighting is key
Often overlooked, but the power of creating the right lighting to emphasise your point can make your campaign go from good to great. Illuminate your illustrations and bring another dimension.
The right print partner
Often overlooked, but the power of creating the right lighting to emphasise your point can make your campaign go from good to great. Illuminate your illustrations and bring another dimension.
The right print partner
One of the most important factors is designing, printing and installing your internal branding! Your campaign could be perfect, but if the elements printed aren’t displayed correctly, you could be wasting your true potential. Find a company that can work closely with you to create your dream and most importantly deliver high-quality results time and time again.
We are an award-winning print and display company who are on the pulse of the latest innovations and trends, producing first-class products and services for companies across the UK and internationally. Why not speak to some of our experts today and find out how we can help transform your internal branding into something spectacular?