Internal Branding: Six Keys to Success

September 25, 2006

A common concern among clients is how to take the work they have done with their brand and use it to rally and engage internal audiences. Unfortunately, more often than not this is an afterthought in the branding process. And a disconnect here can mean the difference between a brand message that truly resonates across all customer touch points and one that rings hollow.

Your employees interface with customers, partners, and investors every day. If they fail to reflect the voice and values of your brand, you'll look at best schizophrenic, at worst completely dysfunctional. But if employees do "get" your brand, they will become amazingly ambassadors and standard-bearers for your company. In my mind, this is the holy grail of branding ≠ and it can be the most challenging phase of any brand initiative.

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Jonathan Paisner -

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