Why your brand needs a clear internal communications strategy

As you read this, there are undoubtedly countless marketing meetings being held in board rooms (and Zoom rooms!) across the world. 

For the most part, at the top of the agenda will be how to develop the business external communications, whether that be through advertising, social media campaigns or events.  

To an extent, this is understandable. After all, what better way to speak to existing and potential customers than by well, speaking to them!

However, what good is speaking to customers without your company’s most important stakeholder, its employees, having clarity on the business strategy? 

With this in mind, let’s dive into some of the detail as to why internal communications is so important to your brand. 

Protecting the brand 

A cynic may well claim: ‘But a chef at Burger King doesn’t need to know corporate strategy and values to be able to flip a burger!’ 

But this rebuttal misses a crucial point.  

In an age where everyone has a social media presence, employees now have the platform to act as a brand representative for the company – for good and bad.  

Indeed, a Burger King employee for example may share with their friends how great the new drinks range is, but equally may post a photograph of an unwashed milkshake dispenser! 

A high-quality internal communications strategy can help manage these occurrences by inspiring employees to work at their best as well as sharing the values of the brand with their followers. Meanwhile, on a practical level, a thorough communications strategy would account for advising employees on how to speak about the brand online and help to build brand advocacy among staff. 

Employee engagement

While internal communications may be thought of by some to be a top-down exercise when implemented correctly, it should be a two-way street. 

Effective communications will encourage employees to engage with the content by sharing their ideas and opinions. In turn, employees are reminded they have a voice and are valued, leading to engagement and driving change and improvement in the business. 

Engaged employees are more productive, more likely to stay at the company and have greater job satisfaction.  

Connecting the dots 

In smaller businesses, the HR department may well be sitting right next to the head of marketing, aiding a spontaneous, agile and fast communication chain. 

In larger companies, however, such a luxury does not exist. Departments may be dispersed across different buildings, parts of the country, or even internationally.  

An effective internal communications campaign aims to put everyone on the same page, regardless of where they are physically located. 

This will involve clarifying who to contact in certain situations, department responsibilities and the strategic objectives of the organisation. 

It’s vital to realise that a well-informed and engaged employee is not just a resource, but a brand ambassador in their own right. When your team is aligned with the brand’s vision and strategy, it amplifies the message and integrity of your external communications. As we navigate these dynamic conversations in board rooms and virtual spaces alike, the synergy between internal and external communication can’t be overlooked.

At Red Marlin, we’ve seen first-hand the transformative power of targeted communication strategies. If you’re curious about our impact, check out what we’ve achieved for other businesses on our case studies page.

To find out more about how an internal communications strategy can help your brand, get in touch at or give us a call on 01926 832 395. 

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