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Internal Branding

All strong brands are built from the “inside out”.  Most companies have an abundance of skilled workers, yet it is only those that are able to align and energize their people behind a clear understanding of their brand who can separate themselves from their competitors.
We have a deep understanding of the connection between engaged employees, delighted customers, and financial performance, the Value Profit Chain described in the book by James Heskett.  The “glue” that makes the links in the chain strong is the company’s brand, which
is a reflection of its mission, core values, competencies and culture.

At Branding Matters, we know how to build brands from the inside.  We start by gaining a full understanding of the employee’s view of your company’s brand, then we develop a precise communication and training program that is tailored to help each of your employees discover how their daily behavior impacts the company’s brand.  This is not a “brainwashing” exercise – it is an organized and intentional approach that gives every employee perspective and purpose.  Finally, we create an action plan for your managers and employees that enable them to build the brand every day.

Branding Matters leads comprehensive branding initiatives, which may include:

  • Employee engagement assessment
  • Leadership readiness assessment
  • Employee value driver analysis
  • Customer touchpoint mapping
  • Brand communication workshops
  • Employee recognition activities (peer and management)
  • Business process re-engineering