{"id":13874,"date":"2023-06-23T10:57:24","date_gmt":"2023-06-23T05:27:24","guid":{"rendered":"https:\/\/winnerbrands.in\/?p=13874"},"modified":"2023-06-23T21:16:27","modified_gmt":"2023-06-23T15:46:27","slug":"marketing-begins-at-home-principles-of-internal-marketing","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/","title":{"rendered":"Marketing Begins at Home: Benefits, Principles and Nuances of Internal Marketing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13874\" class=\"elementor elementor-13874\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Internal Marketing refers to the practice of marketing consumer-facing brand to company employees. At the outset, it\u2019s important to clarify that this is different from building Employer branding (refer to our take on Employer Branding <a href=\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-the-brand-behind-the-brands-part-1\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><em>here<\/em><\/span><\/a> and <a href=\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><em>here<\/em><\/span><\/a>). At the heart of it, \u201cInternal Marketing\u201d entails systematically formulating and running brand campaigns targeted towards internal stakeholders.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a0887 elementor-widget elementor-widget-heading\" data-id=\"07a0887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Why is it important?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The very term \u2018Internal Marketing\u2019 often becomes a source of confusion. The obvious questions are- aren\u2019t internal stakeholders anyway expected to be in sync with brand ethos? Why a separate initiative to convince them about what the brand is trying to do? These questions presume that since employees are aware that brands\u2019 sales and market share are directly linked to the company&#8217;s performance and hence their financial incentives, they would obviously be passionate about the brand.<\/p><p>Then there is another set of marketers that argue as to why all employees need to be engaged with consumer-facing brand. In their view, it is enough to excite and motivate only those who are in consumer-facing roles- marketing, sales and customer care. For the rest, internal mailers should do the job. However, internal marketing has benefits that go well beyond immediate commercial results. A tactical outlook towards internal marketing can deprive the brand of these.<\/p><p>Let\u2019s have a look at some of them.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-953c892 elementor-widget elementor-widget-heading\" data-id=\"953c892\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Benefits of internal marketing\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-685c4de elementor-widget elementor-widget-heading\" data-id=\"685c4de\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Creates a surge of positive energy about the brand\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e6a22a elementor-widget elementor-widget-text-editor\" data-id=\"4e6a22a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Internal stakeholders, who are well aware of the brand&#8217;s performance and commercial numbers, might view marketing with cynicism and even derision. However, a well-executed internal marketing plan can make them view the brand in a new light. Being cognizant of why the brand is saying what it is saying makes the brand\u2019s claim much more believable. This internal belief creates a sense of optimism and bridges the gap between marketing and other functions.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dbfa1e5 elementor-widget elementor-widget-heading\" data-id=\"dbfa1e5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Enhances motivation, increases retention\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e21a62b elementor-widget elementor-widget-text-editor\" data-id=\"e21a62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Employees who share an emotional relationship with the brand can be a valuable asset. They understand the impact brand is creating. They get a sense of working for a higher purpose that could make them go above and beyond their designated job responsibility to ensure the brand\u2019s success. This instils a sense of ownership, which in turn can lead to better retention and higher referrals.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-713f50f elementor-widget elementor-widget-heading\" data-id=\"713f50f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Benefits brand during trade-off decisions\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81c39 elementor-widget elementor-widget-text-editor\" data-id=\"7a81c39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Every organization constantly makes trade-offs. Brand budgets are cut, and marketing activities are sometimes cancelled or deferred. This becomes even more critical in the case of organizations with a portfolio of brands, where brands regularly compete internally for a limited pool of resources. A brand with good internal marketing will naturally find a positive bias in its favour. Similarly, when dealing with channel partners, a brand with good internal equity can rest assured that its case will be presented with much more passion and conviction.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb29b17 elementor-widget elementor-widget-heading\" data-id=\"bb29b17\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Reinforces Brand\u2019s credibility\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-270c519 elementor-widget elementor-widget-text-editor\" data-id=\"270c519\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Well-executed internal marketing ensures that every employee in the organization knows what the brand stands for and why. They are equipped with enough talking points to confidently speak about the brand and defend it in their social circles if needed. The brand, in return, gets passionate evangelists who are open to advocating it in both real and virtual worlds. Employees-as-evangelists ensure that the brand comes across as an entity that practices what it preaches, thereby reinforcing its credibility.<\/p><p>In a nutshell, good internal marketing impacts stakeholders across levels and functions, ensuring that everyone is in complete sync with the brand\u2019s strategy and can do their bit to make it successful.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f51aea elementor-widget elementor-widget-heading\" data-id=\"0f51aea\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The unique nuances of Internal Marketing<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e46eec1 elementor-widget elementor-widget-text-editor\" data-id=\"e46eec1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Now that we are convinced about the need for internal marketing let us consider some nuances that differentiate internal marketing from external marketing.<\/p><p>First, it is important to recognize that Target Group of internal marketing is different. Unlike consumers, employees have a much deeper involvement with the brand being marketed. And this is both an opportunity and a challenge.<\/p><p>Consumers of internal marketing are privy to brand truths- the good, bad and ugly. So, they cannot be convinced by glitzy commercials, celebrity endorsements or clever content. Cognizant of the brand\u2019s underbelly and vulnerabilities, they would be quick to notice dissonance between actions and claims. Hence internal marketing needs a more thought-through approach that should be backed by credible reasons to believe. For instance, a brand that claims to offer the \u2018best service\u2019 in its communication but doesn\u2019t invest adequately in its customer support team might end up inviting cynicism.<\/p><p>Further, the target consumer of internal marketing is a captive audience as they are a part of the same organization. Activities that require a high budget to create an impact in external marketing (e.g. brand contests, events etc.) can be executed in an impactful and affordable way in internal marketing.<\/p><p>Finally, the only way internal marketing can work is when the brand custodian- the brand manager- becomes the real internal ambassador of the brand. It is therefore incumbent that the brand team takes first-hand control of internal marketing efforts and brand managers oversee it personally.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f71d499 elementor-widget elementor-widget-heading\" data-id=\"f71d499\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">So, how to do it\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3846c0 elementor-widget elementor-widget-text-editor\" data-id=\"f3846c0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The best way to execute internal marketing is to approach it professionally, like an external brand-building exercise. Below 5-C framework gives a quick summary of the process.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00aeafd elementor-widget elementor-widget-image\" data-id=\"00aeafd\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home.png\" class=\"attachment-full size-full wp-image-13877\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home-300x169.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home-1080x608.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home-768x432.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e702a2 elementor-widget elementor-widget-text-editor\" data-id=\"0e702a2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Challenge identification:<\/strong> first and foremost, understand why we are doing internal marketing. Is the idea just to keep the organization in sync with the brand\u2019s in-market activities, or is there a deeper issue? Is the brand planning to reposition, expand to newer product lines or try to appeal to newer segments? In the case of portfolio play, well-established brands (sometimes designated as \u2018Cash Cow\u2019) might want to ensure that they aren\u2019t deprioritized in favour of newer and potentially more aspirational brands. Newer brands, on the other hand, might want to ensure that they attract the attention of internal stakeholders so that they are given the support they need during their early days in the market. A clear challenge is the bedrock of an impactful internal marketing campaign.<\/p><p><strong>Consumer Understanding:<\/strong> the target audience here are professional colleagues. So, there are bound to be preconceived notions and biases. It is important to take an objective view and understand these. This also requires the brand team to leave aside egos and personal differences they may have with their colleagues across other functions. Stepping out of your comfort zone to have open conversations with key stakeholders is a critical starting point.<\/p><p><strong>Curating a compelling message:<\/strong> this is not as easy as it sounds- internal messaging not only needs to be in sync with the external marketing but also needs to be tangibly demonstrated to the employees. For instance, when Myntra adopted \u2018Look Good\u2019 positioning, the brand knew that besides external communication, an important task at hand was also to bring alive this positioning to internal employees to get their buy-in. With this objective, the new office of Myntra carried the looks of a \u2018high-end fashion store\u2019- with a high-street look reception- with mannequins, racks of clothes, a \u2018look good caf\u00e9\u2019 and a live video shoot ramp to greet visitors. Further, the design and function of each floor were detailed around models\/muses, style\/ trends, and designers\/brands. It served well to internally drive home the message of Myntra\u2019s transition from a fashion e-tailer to a \u2018fashion destination that helps consumers look good\u2019.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f66b95 elementor-widget elementor-widget-image\" data-id=\"9f66b95\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"624\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home.jpg\" class=\"attachment-full size-full wp-image-13876\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home-300x156.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home-1080x562.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home-768x399.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e483714 elementor-widget elementor-widget-text-editor\" data-id=\"e483714\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Channel planning &amp; execution:<\/strong> remember that it\u2019s important to plan channel and execution carefully. A brand can use internal communication forums, emailers, town halls, canteens, conferences and other avenues where stakeholders congregate to engage them. Custodians need to imagine a day in the life of employees and think of when they would be most receptive to the brand&#8217;s message and when the message is most contextual. Gamifying the messaging through polls and contests or bringing it alive through merchandise or immersive events could also work well.<\/p><p><strong>Conscious Monitoring:<\/strong> finally, once the internal marketing campaign is kicked-off, monitor it personally. There is no brand tracker or dashboard that gives the pre-post outcomes of internal marketing campaigns. In most cases, the outcomes need to be gauged by brand managers themselves. They need to keep an ear on water-cooler conversations, monitor the activity engagement, respond to feedback and comments and keep the discussion going. It\u2019s a good idea to have informal conversations with seniors from other departments to get their feedback on the campaign before embarking on the next round of communication. Floating short internal surveys for quick feedback collection can also help.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ec2ae4 elementor-widget elementor-widget-heading\" data-id=\"6ec2ae4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Some Watchouts<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b16baea elementor-widget elementor-widget-text-editor\" data-id=\"b16baea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Internal marketing is about persuasion and not information dissemination:<\/strong> marketers would do well to remember that internal marketing isn\u2019t about top-down communication. It cannot be executed by sending emailers &amp; memos or putting up posters reminding stakeholders about brand ethos. An FYI style of internal marketing would evoke monotony at best and cynicism at worst. Creativity is the hallmark of internal marketing, and marketers need to ensure that it is designed to charm and persuade internal stakeholders.<\/p><p><strong>It is not a one-off effort; it\u2019s always ON:<\/strong> another common mistake is to assume that internal marketing needs to coincide only with big-ticket brand campaigns or epochal events. To accrue real benefits, internal marketing should be an always ON effort, following a cadence and continuous engagement. Setting up rituals or properties that encourage participation would eventually build favourable momentum.<\/p><p><strong>Do not overdo it:<\/strong> finally, always-ON internal marketing doesn\u2019t need to be tedious and laboured. Employees have a busy day, and internal marketing efforts must respect this. The brand is trying to talk to employees in a busy day, so it is imperative to deliver only well-planned, potent and relevant messages that do not seem like spam. Overdone internal marketing can backfire.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32a68af elementor-widget elementor-widget-heading\" data-id=\"32a68af\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">In conclusion\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e615908 elementor-widget elementor-widget-text-editor\" data-id=\"e615908\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Internal marketing is a high-potential but often misunderstood marketing practice. In many cases, brand marketers take it for granted. We hope this article helped you understand its principles &amp; nuances to chart out your own internal marketing campaigns. Do you have a principle to add or an interesting internal marketing story to share? Do let us know in the comments section below.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbf746a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fbf746a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider 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.elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfade75 elementor-widget elementor-widget-heading\" data-id=\"bfade75\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sources:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71d0e33 elementor-widget elementor-widget-text-editor\" data-id=\"71d0e33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ol><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/hbr.org\/2002\/01\/selling-the-brand-inside\" target=\"_blank\" rel=\"noopener\">https:\/\/hbr.org\/2002\/01\/selling-the-brand-inside<\/a><\/span><\/li><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/officesnapshots.com\/2015\/08\/04\/myntra-bangalore-offices\/\" target=\"_blank\" rel=\"noopener\">https:\/\/officesnapshots.com\/2015\/08\/04\/myntra-bangalore-offices\/<\/a><\/span><\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Internal Marketing refers to the practice of marketing consumer-facing brand to company employees. At the outset, it\u2019s important to clarify that this is different from building Employer branding (refer to our take on Employer Branding here and here). At the heart of it, \u201cInternal Marketing\u201d entails systematically formulating and running brand campaigns targeted towards internal [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13876,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Begins at Home: Benefits, Principles and Nuances of Internal Marketing - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"In this edition of FreeFlowing, we talk about how important it is for brands to market internally, to its own employees.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Begins at Home: Benefits, Principles and Nuances of Internal Marketing - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"In this edition of FreeFlowing, we talk about how important it is for brands to market internally, to its own employees.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-23T05:27:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-23T15:46:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/06\/Marketing-Begins-at-Home.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"624\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Akhil\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Akhil\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/\"},\"author\":{\"name\":\"Akhil\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/733ea915e1b1ec54db700e2cf6ad6d57\"},\"headline\":\"Marketing Begins at Home: Benefits, Principles and Nuances of Internal Marketing\",\"datePublished\":\"2023-06-23T05:27:24+00:00\",\"dateModified\":\"2023-06-23T15:46:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/\"},\"wordCount\":1702,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/winnerbrands.in\/#organization\"},\"articleSection\":[\"Marketing 101\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/\",\"url\":\"https:\/\/winnerbrands.in\/marketing-101\/marketing-begins-at-home-principles-of-internal-marketing\/\",\"name\":\"Marketing Begins at Home: Benefits, Principles and Nuances of Internal Marketing - 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