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Internal Branding Process of a real estate property developer
1
1. Introduction
Internal branding can be simply described as “promoting the company brand values amongst employees. According to the literature, internal branding is defined as “the set of strategic processes that align and empower employees to deliver the appropriate customer experience in a consistent fashion. These processes include, but are not limited to, internal communications, training support, leadership practices, reward & recognition programs, recruitment practices and sustainability factors”. The organiation which is selected for the above topic is mainly doing a real estate development where it named as !aveloc" #ity $ro%ect placed in #olombo '.
2. Internal Branding of Havelock City Project “Come home to the city” The brand has three different sets of attributes. Those are image seen by sta"eholders( )ision aspired by the management and culture among employees who are engaged in. therefore correct matching between those three attributes will ma"e a strong brand. *therwise, there will be vision+culture gap, image+culture gap and image+vision gap. Therefore setting up an internal branding process is the "ey to success of any organiation in terms of branding.
In this example, internal branding is nominally anchored in not only as a mar"eting function, it is clear that both employees and the executive team need to be involved with internal branding initiatives. The process of internal branding is split into functions that are planning, executing and feedbac" control. *n the other hand each of these functions will focused on organiational vision, brand identity, communication & commitment, culture and delivery of brand experience for the customer.
To achieve main target of branding process, the leadership is the main re-uirement for successful implementation. Areas responsible for developing internal branding strategies within the organiation will be identified during the planning process.
uring execution or implementation, some of the internal branding techni-ues and tools are being used in the current practice in !aveloc" city. Those are,
As part of feedbac" control, internal branding appears to be sub%ect to the re-uirement of continual evolution( the "ey challenge is "eeping it fresh and relevant to both the employee and customer. Therefore, internal branding measurements are ta"en in various forms in order to "eep evolution of the system. 1ome of the measurements are, • • • •
