Internal branding

'Living the brand' may be a hackneyed phrase but, for several reasons, the effective internal communication of brand values is becoming more and more critical. One reason is that a growing number of organisations are undergoing transformation – such as a merger. Another is that staff turnover is faster, with more employees on contract. And, increasingly, employees are being empowered to take on the customer relationship.

All of this means a constant refreshing and renewing of brand understanding and ownership – internally.

Produced on our behalf by Maritz Ltd, The Brand Inside is a research report that identifies the habits and practices of companies that achieve a good fit between their brand promise and the way in which their people think, feel and act.

The research uncovered eight key principles that illustrate the link between brand management and organisational attitude and behaviour.

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