The Often-Forgotten Side of Branding
Why Internal Branding Matters
Posted 25.09.17
We've designed brands that look incredible on shelves but fall apart behind the scenes. Here's our take on why that happens – and how to fix it.
When companies approach us to help them with their brand, they usually want the shiny stuff, a striking logo, packaging that turns heads, a visual identity that gets people talking, and that’s what we excel in!
External branding is vital for your business, it’s what builds recognition, creates trust and helps you stand out in crowded markets. Without it, customers wouldn’t know who you were or what you’re offering.
But this is the part most people overlook, internal branding.
When companies approach us to help them with their brand, they usually want the shiny stuff, a striking logo, packaging that turns heads, a visual identity that gets people talking, and that’s what we excel in!
External branding is vital for your business, it’s what builds recognition, creates trust and helps you stand out in crowded markets. Without it, customers wouldn’t know who you were or what you’re offering.
But this is the part most people overlook, internal branding.
Internal branding - the missing half of the puzzle
Internal branding isn’t about sticking a logo on a mug (although sometimes appreciated) it’s about creating a culture that employees feel a part of and genuinely connect with.
It’s where they recognise, understand and believe in the mission and values of the company, and actually want to make it happen.
Internal branding isn’t about sticking a logo on a mug (although sometimes appreciated) it’s about creating a culture that employees feel a part of and genuinely connect with.
It’s where they recognise, understand and believe in the mission and values of the company, and actually want to make it happen.
Why you can’t ignore internal branding
Our top 5 thoughts on why we believe internal branding is something worth doing:
1. Turns Monday morning dread into Monday morning momentum
Employees who connect to a company’s purpose aren’t just clocking in, they’re motivated and proud of what they do and the difference they can make.
When employees understand the 'why' behind their work, they're more motivated and engaged. They make better decisions because they understand the bigger picture and what the brand is trying to achieve.
2. Makes recruitment your competitive advantage
People want to work for brands with strong cultures and if your employees know they are a part of something meaningful, they tend to stay and others will want to join in too.
Strong internal branding helps employees feel connected to something bigger than just their daily tasks. When someone feels aligned with your brand values, they're far less likely to jump ship for a slightly better salary elsewhere.
3. Elevates customer experience
Happy and engaged employees deliver better experiences, their clarity and commitment will shape all customer interactions.
Internal branding ensures everyone from reception to senior management understands what your brand stands for and how to embody that in their role.
4. Builds a unified culture
When everyone understands and shares the same goals, this creates a sense of collaboration and unity where everyone is pulling in the same direction.
Internal branding helps create the culture you want rather than letting it develop randomly. It gives you tools to shape how people interact, collaborate, and represent your company.
5. Creates a team of internal brand ambassadors
We worked with a food startup where the founder's passion for sustainability was infectious – but only three people in the company could actually articulate what that meant for their daily work.
When your team truly understands and believes in your brand, they become your most authentic advocates. They'll naturally communicate your values in every customer interaction, social media post, and even casual conversation.
Our top 5 thoughts on why we believe internal branding is something worth doing:
1. Turns Monday morning dread into Monday morning momentum
Employees who connect to a company’s purpose aren’t just clocking in, they’re motivated and proud of what they do and the difference they can make.
When employees understand the 'why' behind their work, they're more motivated and engaged. They make better decisions because they understand the bigger picture and what the brand is trying to achieve.
2. Makes recruitment your competitive advantage
People want to work for brands with strong cultures and if your employees know they are a part of something meaningful, they tend to stay and others will want to join in too.
Strong internal branding helps employees feel connected to something bigger than just their daily tasks. When someone feels aligned with your brand values, they're far less likely to jump ship for a slightly better salary elsewhere.
3. Elevates customer experience
Happy and engaged employees deliver better experiences, their clarity and commitment will shape all customer interactions.
Internal branding ensures everyone from reception to senior management understands what your brand stands for and how to embody that in their role.
4. Builds a unified culture
When everyone understands and shares the same goals, this creates a sense of collaboration and unity where everyone is pulling in the same direction.
Internal branding helps create the culture you want rather than letting it develop randomly. It gives you tools to shape how people interact, collaborate, and represent your company.
5. Creates a team of internal brand ambassadors
We worked with a food startup where the founder's passion for sustainability was infectious – but only three people in the company could actually articulate what that meant for their daily work.
When your team truly understands and believes in your brand, they become your most authentic advocates. They'll naturally communicate your values in every customer interaction, social media post, and even casual conversation.
Key areas where internal branding shines through
There are some areas where the effort put into creating internal branding shines through the most. Decision making can be hard, especially when you’re faced with a tough decision that will impact the company.
Luckily however, clear brand values act as a compass when facing these dilemmas, ensuring in even the trickiest of situations, your team has got it under control, even without management around to guide them.
This depth of understanding also fuels innovation and creativity. Teams that understand the brand deeply are better at being able to generate ideas that slot well into your company’s direction.
They’re not just thinking about what could be possible, but instead what would be right for the brand and its direction.
And when the unexpected happens, which unfortunately it tends to, your team will truly understand your brand and be able to manage crises effectively through responding authentically and in a way that reinforces your brand.
In short, every job is a brand manager job.
There are some areas where the effort put into creating internal branding shines through the most. Decision making can be hard, especially when you’re faced with a tough decision that will impact the company.
Luckily however, clear brand values act as a compass when facing these dilemmas, ensuring in even the trickiest of situations, your team has got it under control, even without management around to guide them.
This depth of understanding also fuels innovation and creativity. Teams that understand the brand deeply are better at being able to generate ideas that slot well into your company’s direction.
They’re not just thinking about what could be possible, but instead what would be right for the brand and its direction.
And when the unexpected happens, which unfortunately it tends to, your team will truly understand your brand and be able to manage crises effectively through responding authentically and in a way that reinforces your brand.
In short, every job is a brand manager job.
Where external and internal branding meet
Think of it this way, external branding tells the world who you are, while internal branding makes sure the people at the heart of the company believe it.
When those two align, you don’t just have a brand, you have a powerful one!
Think of it this way, external branding tells the world who you are, while internal branding makes sure the people at the heart of the company believe it.
When those two align, you don’t just have a brand, you have a powerful one!
The bottom line
We’ll always champion the power of great design, storytelling, visual and verbal identity, because that’s what we’re good at.
But we have also seen first hand how much stronger brands become when they invest just as much in onboarding the people behind the logo as the logo itself.
The key is making your brand values tangible and actionable, not just pretty words on a wall. Your team needs to understand how brand values translate into their specific role and daily decisions.
The truth is, really clever design isn’t just about the book cover, it’s about shaping the story inside the pages, making a narrative that people believe in.
We’ll always champion the power of great design, storytelling, visual and verbal identity, because that’s what we’re good at.
But we have also seen first hand how much stronger brands become when they invest just as much in onboarding the people behind the logo as the logo itself.
The key is making your brand values tangible and actionable, not just pretty words on a wall. Your team needs to understand how brand values translate into their specific role and daily decisions.
The truth is, really clever design isn’t just about the book cover, it’s about shaping the story inside the pages, making a narrative that people believe in.
