Why is internal marketing so important? First, because it’s the best way to help employees make a powerful emotional connection to the products and services you sell. Without that connection, employees are likely to undermine the expectations set by your advertising.
When people care about and believe in the brand, they’re motivated to work harder and their loyalty to the company increases. Unfortunately, in most companies, internal marketing is done poorly, if at all. While executives recognize the need to keep people informed about the company’s strategy and direction, few understand the need to convince employees of the brand’s power—they take it as a given.
Live” the vision in their day-to-day activities. And when employees live that vision, customers are much more likely to experience the company in a way that’s consistent with what you’ve promised.
