How Internal Organisational Engagement can Reflect Authenticity in a Brand’s Product

Authenticity plays a massive role in shaping a brand’s reputation. Consumers are constantly on the look-out for brands that are honest and reliable in their communication about products and services. In order to build an authentic brand image, organisations need to channel their energy into internal organisational engagement strategies. This means creating a company culture that not only reflects the authenticity of a brand’s product, but also reflects high levels of employee happiness. 

But what does a brand’s product have to do with internal organisational engagement?

Quite frankly, everything. Employees are a brand’s strongest ambassadors. Every time an employee interacts with a potential customer, the authenticity of the brand rises to the surface. Without strong internal organisational engagement in place, employees will fail to deliver a stellar external customer experience. The success of a brand’s product hinges on the way the product is advertised as well as employees’ enthusiasm about the brand itself. The key to ensure that authenticity is reflected in a brand’s product is to curate internal employee engagement strategies with the same amount of detailing and fine-tuning that is put into product marketing. A surefire way to ensure that your brand’s product relays the right message is to connect your employees to the brand. 

Three ways to cultivate a strong company culture

• Be transparent 

Just the same way consumers keep an eye out for brand’s that promote transparency in their products and communication strategies, employees also stick with organisation’s that have a clear mission, vision and set of values. When employees across all levels connect with the brand’s strategy, they are better able to describe it to consumers and align their communications in a way that share the brand promise. 

• Encourage accountability 

Accountability is often misunderstood. Holding employees accountable for their actions isn’t a bad thing. In fact, brands that promote a culture of accountability report higher levels of employee engagement. A bad review could cause serious damage for a brand’s image. It is no secret that the authenticity of a brand’s product can also be determined by consumer feedback. Similarly, being accountable means encouraging employees to be authentic at work and reinforcing the importance of team work. Holding employees’ accountable relays the message that they are integral part of a product’s success. When employees’ feel proud to represent the brand, they cultivate a culture of accountability at work. 

• Invest in people 

A brand’s product is also a reflection of their hiring practices. Organisational engagement doesn’t have to begin only after an employee has joined the company. In fact, the right kind off internal organisational engagement is what attracts top talent to the company in the first place. Investing in employees involves consistently providing career development opportunities and ‘walking the talk’ when it comes to delivering on employee engagement promises. 

A classic example of the impact of internal organisational engagement on a brand’s product is the authenticity with which AirBnB shapes its company culture. The brand aim is to create a sense of belonging for both employees and consumers. This is reflected right from their culture interviews where resumes aren’t part of the process to their carefully designed workplaces which adapts flexibly to an employee’s individual needs. 

Stackla reported that 90% of consumers ranked brand authenticity as a key deciding factor when it comes to purchasing a product. An effective internal organisational engagement strategy is a brand’s way of revealing exactly what they stand for when they advertise their products. In a way, they are marketing the brand as a whole and not just the product in question. By now it is clear that brand authenticity and internal organisational engagement are two sides of the same coin. How consumers perceive your brand’s product is largely dependent on how they perceive your brand culture. Without a solid internal brand culture in place, no amount of product marketing and advertising will deliver substantial results. 

So, is your brand ready to make internal organisational engagement a priority?

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Asif Upadhye

Director at SPRD

Asif Upadhye, Director, SPRD | Stories.PR.Digital, a new-age Public Relations think tank backed by ideators, wordsmiths and design junkies focussed on delivering bespoke services. He sees SPRD as a Digital First Communications agency that partners with Public Relations & Corporate Communications teams to spread the good word!