How Internal Branding Helps Ensure Customer Satisfaction

As long as the art of Marketing is alive and well, the following phrase will live on: the customer is always right. When it comes to building brand equity amongst targeted consumers, it is critical that marketers understand that ultimately perception is reality. A marketer’s best-laid plans are always at the mercy of his or her targeted audience and their interpretation of the intended message.

This concept is even more so important in today’s era of integrated marketing that has resulted in more brand contact points than ever. Managing these contact points requires an entire organization to be in sync in order to stay on brand. Bearing this in mind, it is important for marketers to not overlook the value of internal branding. By prioritizing the internal message, organizations can optimize their brand messaging to guarantee that their brand promise is delivered. The most successful brands, from massive global brands including Apple and Whole Foods, to more regional brands like Publix, have accrued brand equity in no small part because their frontline employees have been properly trained to deliver the brand promise.

To find one of the best examples the positive impact that successful internal branding can have, we need not look any further than the humble chicken sandwich and it’s home, Chick Fil A. The Atlanta-based quick-service restaurant chain has built a chicken sandwich empire by investing more into their employee training programs than almost any other restaurant chain. By working to make Chick Fil A the most polite fast food restaurant in the country, the restaurant has been able to reinforce its brand of quality food and southern hospitality. And it pays to be polite, as evidence by Chick Fil A’s undeniable financial success. According to QSR Magazine, Chick Fil A boasts a dominant lead in average sales per location, coming in at approximately $4.1MM in sales in 2019, way out in front of the closest competitor, Raising Cane’s, which came in at just under $3MM in average sales per location.

As the global economy continues to involve, it is critical that marketing leaders prioritize internal branding, not just as a tool for building brand equity, but as a focus on overall branding strategy. Given the track records of the brands herein mentioned, marketers should ignore looking within at their own peril.