Now, organizations currently face many levels of competition, as a consequence of globalization and technological development, among other factors, which force them to seek differentiating advantages that are sustainable over time.
This is how companies have become aware that their workforce represents their only truly stable competitive advantage. The most used approaches to retain talent are to develop new skills, improve existing skills, offer better benefits and/or improve recruitment salaries. However, other elements have been discovered that are taken into account when assuming a position or accepting a position, and it is how one lives day to day within a company. All these aspects are part of the value proposition to the collaborator, which are evaluated by themselves when they decide to stay or change jobs.
Therefore, when considering employers and workers within the scenario, a new perspective of marketing called endomarketing or insideout.
Brands must transform if they really want to survive this new era of marketing. A clear example is Birth Groupan advertising agency specializing in insideout branding in CDMX and Pueblawhich through its branding of values, continues to win us over and make anyone who hears about its value proposition fall in love with us.
Broadly speaking, branding is the process and management of the construction and life of a brand, but this goes beyond just being a process. In turn, this aims to improve the perception, reputation and positioning of a brand and, of course, its value.
Let me tell you a little why it is truly important to be an insideout brand and the profitability of being one.
Before, branding was an idea of communication and positioning. What if we now consider it as an idea of behavior and attitude?
Now branding is considered as a behavioral resource, far beyond sales and the external that the entire company should adopt, since specific actions are no longer enough, but rather, a brand philosophy. Branding now represents an element that increases the value proposition and positioning of a brand through culture, relationships within the organization, procedures, practices, etc., which is why it is so important.
We are all branding within a company, otherwise, each area and each department is a different company. Branding in a few words is now what is lived.
Brand driven culture or culture driven brand
Both are concepts that can express the DNA of a company. But, through the brand culture, the soul of the brand is infused. With a good brand culture, it’s easy for companies to highlight a specific purpose and use that vision as a guide for day-to-day operations. Instead of the brand being a public image projected outward through customer-only marketing, it becomes something built and transmitted from the inside out.
A company capable of fostering a healthy brand culture can achieve business objectives in a structured and strategic way. Employees are driven and motivated by shared passions, and consumers develop sentiments based on affinity with the culture they see represented in the company’s daily activities. That is the insideout, the construction of a parallel and consistent brand, both inside and outside an organization, is much more than its image, its associated messages and values.
Let’s remember that doing a good inside out It is no longer just having a beautiful philosophical window or an ideological heart hanging on the wall, it is about showing strength and authority in vulnerability, that is, the human part of the brands and who makes them up.
That is why we can see branding from this strategic point of view, since this term increasingly determines the competitive power of a company, which is why everything that goes against that branding is killing a bit. (or much) the brand or company. A culture based on branding or vice versa, with great internal efforts to permeate it, to live it, to generate owners, is a way of living what the brand believes in.
An integral brand is a brand with solid and consistent purposes, which live day by day with its collaborators and influence its clients, becoming a legacy. Would you like that for your brand? What do you think about it? inside out?