Today’s Tip
Best Practice: B2E stands for business to employee. Connecting your employees with the brand is good for the company and good for the employee.
Today’s Article: Tips for Brand Implementation for Business to Employee (B2E)
B2E stands for business to employees. B2E branding is promoting the brand to employees. It is important that employees understand the brand and feel connected with the brand. They can be a valuable source of feedback on improving the brand, introducing new services or products, new markets and lower brand costs.
B2E Examples: providing services or products to employees at a discount, sampling program, etc.
Traditional Marketing Categories to Promote Your Brand
New Hire Orientations: educating new employees about the brand when they are hired
Brand Updates: Updating existing employees about the brand, promotions and new products or services
Company Events and Celebrations: bringing employees together for fun, team building, recognition or education to promote the brand
Distribution: providing employees brochures, catalogs, fliers, letters, postcards and other material where they can learn about the brand, the company and its products and services
Networking: with employees to keep good lines of communications open
Online Marketing Categories to Promote Your Brand
Blogging: Creating content called a post that employees have an interest in reading
Downloadable Content: Providing desirable info online for employees that can be downloaded from the company website via an article, free guides, case studies, electronic book (eBook), white paper or Powerpoint presentations on a platform like SlideShare.
Email Marketing: Connecting with employees through an email to promote your brand
Message Board: Also, called an Internet forum is an online site where employees can hold conversations in the form of posted messages
Podcasting: Is creating and sharing a digital audio file made available online through the Internet for downloading to a computer or portable media player
Online PR: Creating an article or story that directly or indirectly promotes the company brand that is distributed online to employees
Social Media: Social media is the online interaction among people in which they create, share or exchange information, ideas, pictures and video through an online platform or community. Promote company social media sites to employees
RSS Feeds: RSS (Rich Site Summary) is an online platform for regularly viewing the latest changing web content. The content within the RSS feed contains story headlines and brief descriptions. Each headline links directly to full story. Create content for an RSS feed.
Video: People today want engagement. Video creates greater engagement with words, sounds and live images versus just printed words and images. Increase brand engagement by using video to promote your products and services. The number one video distribution platform is YouTube.
Website: Website is an online site where employees can learn more about your company. The three primary parts to create a website are: domain name, web host and content about your company, products, services and value added information that helps employees better understand your brand.
Action Step:
Make a list of the ways you will use to educate and promote your brand to your employees.
Additional Resources
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