Internal Branding in 14 Steps (Demystified for Every Type of Business)
Strong internal branding is what sets great companies apart from the rest. Begin implementing these expert-recommended steps today!

What makes companies that people want to work for so special? Why do some companies have a reputation for attracting top talent and creating a desirable workplace, while others struggle to retain employees? Is it the money, the building, the free pizza?
Or is it something else?
In this article, we’ll consider these questions by exploring the moving parts that contribute to a company’s appeal and what sets them apart from the competition – otherwise known as “internal branding”.
Want to learn more about what internal branding actually is (and how to do it right, beyond disparate internal branding activities)? Read on.
What is internal branding?
Internal branding can be defined as the strategic process of aligning an organization’s employees to its brand values, culture, and goals.
Most often, it involves creating a strong internal brand identity that reflects the external image and reputation of the company. There are multiple ways to do this, including by using brand messaging, employee engagement programs, and consistent communication strategies.
The benefits of building an internal brand
Moreover, studies also show that internal branding can reduce cost-per-hire by as much as 50%, and organizations that have a good internal branding strategy report an internal shareholder return of over 11%, compared to companies without an internal branding strategy.
All in all, internal branding benefits everyone: management, employees, shareholders, and the organization as a whole.
Here are just a few areas where strong internal branding can significantly move the needle:
Employee engagement
Internal branding fosters a sense of belonging and purpose among employees, making them feel like valued contributors to the organization’s mission. When employees understand and align with the company’s values and goals, they are more likely to be engaged and motivated in their roles. Higher engagement leads to increased productivity and overall job satisfaction, creating a positive workplace culture.
Retention rates
A strong internal brand creates a supportive environment where employees feel connected and appreciated. This reduces turnover, as employees are more likely to remain loyal to a company that invests in their well-being and professional growth. Retention not only saves the organization money on hiring and training but also ensures continuity and stability within teams.
Organizational culture
Internal branding helps unify employees under a shared vision and set of values. This consistency fosters a cohesive workplace culture that reflects the company’s personality and mission. A strong culture improves collaboration and decision-making while promoting a sense of community within the workforce.
Employer reputation
Employees who are aligned with the internal brand often become advocates for the organization, sharing positive experiences and promoting the company externally. This enhances the business’s reputation as an attractive place to work, attracting top talent. A solid employer brand can also improve relationships with clients, partners, and other stakeholders.
Business performance
When employees are energized and aligned with the company’s goals through internal branding, their performance can directly impact the bottom line. The collective effort of engaged, motivated teams contributes to achieving business objectives more effectively. This alignment ensures that both individual and organizational success are strategically intertwined.
How to build an internal branding strategy
Some companies will postpone their internal branding projects because they might feel it requires too much effort, resources, or simply because there is a lack of understanding of where to start.
Here’s how to build an internal branding strategy step-by-step:
- Define your values clearly. Make them easy to understand and ensure they reflect the core principles that your organization stands for. For example, if integrity is a core value, emphasize transparency and honesty in all aspects of your work.
- Communicate your values regularly. This includes to both employees and external stakeholders. Consistent communication helps reinforce their importance in every aspect of the business.
- Align your leadership team with your values. Leaders who embody your values will naturally inspire employees to do the same.
- Integrate your values into everyday processes and decision-making. This practice helps ensure they are not just statements but active parts of your culture.
- Provide training that emphasizes living the company values. This will help employees understand how to translate values into actions.
- Recognize and reward behavior that aligns with your values. Positive reinforcement encourages others to adopt those behaviors.
- Reevaluate your values periodically to keep them relevant. As your business evolves, some values may need to adapt to match new goals.
- Share stories that showcase how your values have made an impact. These stories help bring your values to life and make them relatable for everyone.
Now let’s take a closer look at how each of these steps can be done:
Define your values
Whether internal or external, every branding effort should start with your values. This allows you to establish a unique identity that guides your actions and messaging. Ensure employees are aware of these values, understand their meaning, and see how they link to the company’s overall objectives.
Remember that this step lies at the very foundation of your internal branding, so invest time and effort to make it meaningful.
Let’s look at an example of how defining and communicating values can help build an internal brand. Starbucks is one of the best internal branding examples. They are widely known because the company communicates them openly:
- Creating a culture of warmth and belonging where everyone is welcome.
- Acting with courage, challenging the status quo, and finding new ways to grow our company and each other.
- Being present, connecting with transparency, dignity, and respect.
- Delivering the very best in all they do and holding themselves accountable for results.
- Being performance-driven through the lens of humanity.
Starbucks ensures these values are visible throughout their stores and on their website. They also offer training programs to reinforce these values among employees and recognize those who exemplify their values.
Define your internal brand identity
This step might seem confusing to some, but think of your internal brand identity as the personality and character traits that make up your organization. Just like individuals have distinct personalities, so do companies.
Your brand identity should be tailored to reflect your values, vision, and mission in a unique way that sets you apart from competitors. Some elements to consider when defining your internal brand identity include
- Verbal identity: This refers to the tone, style, and language used in all internal communications, such as email templates, company-wide announcements, and employee handbooks.
- Company culture: This encompasses your values, behaviors, and traditions within the workplace that contribute to your brand’s overall personality.
- Employee experience: The way employees feel about working for the organization also plays a role in defining the internal brand identity. Positive experiences lead to a more positive perception of the company as a whole.
- Brand positioning: How do you want your employees to see your organization? What message do you want them to take away from their interactions with colleagues and management? These are important questions to consider when defining your internal
For example, Google’s brand identity is centered around being innovative, fun, and creative. This is evident in their company culture, employee perks (such as free meals and on-site fitness centers), and even in their internal communications. This helps attract top talent who are aligned with these values and contribute to the success of their business.
Create a visual identity
“Branding” is very frequently (and incorrectly) reduced to a visual identity. However, that is only a part of the whole picture – albeit, a very important one. If you haven’t defined a visual identity for your external communications, now might be the time to do so. A visual identity is the face of your brand, and it should be consistent across all internal communication materials as well. This includes your logo, color palette, typography, imagery, and other visual elements that represent your company’s personality and values.
Having a strong visual identity for your internal branding efforts helps employees feel connected to the organization and reinforces the brand’s image in their minds. It also contributes to creating a sense of pride among employees, making them feel like they are part of something bigger than themselves.
Keep in mind that you will likely use the same visual identity for internal and external communications too, so multiple teams should be involved in the negotiation and brainstorming processes here: marketing, design, HR, and internal communication teams.
Build internal communication channels
Establishing strong internal communication channels is crucial for fostering a collaborative and informed work environment. These channels act as the foundation for sharing internal branding ideas, disseminating important updates, and ensuring that employees stay aligned with the organization’s goals and values.
To achieve this, organizations should invest in a variety of tools and platforms that cater to the diverse communication needs of their teams, such as email newsletters, instant messaging platforms (Slack, Microsoft Teams, Google Chat, etc.), intranet portals, or video conferencing tools.
Maintaining a balance between formal and informal communication within these channels is equally important. For instance, formal updates about company policies or strategic initiatives can be shared through internal newsletters or official announcements on the intranet, while informal conversations can flourish on chat platforms that allow for team bonding and idea exchanges.
Engaging employees and encouraging two-way communication is also vital; consider providing spaces for feedback, hosting Q&A sessions, or implementing audience-targeted updates to make the process more interactive.
Furthermore, tailoring communication for specific departments or roles can drive clarity and precision. Teams like marketing, design, HR, and internal communications should coordinate closely to ensure messages are consistent, timely, and effectively crafted.
The overarching goal of robust internal communication channels is to create a seamless flow of information that nurtures trust, enhances collaboration, and strengthens the sense of belonging across the organization.
Choose the right moment
Timing is key in everything, including when you launch an internal branding campaign. It’s important to choose the right moment when employees are most receptive and engaged. This could be during a company-wide meeting or a new employee orientation session, for example.
On the other hand, it might not be a good idea to launch this kind of effort when most people are engaged in large, time-pressing projects. This could be during large company events, or towards the end of the year when everyone is rushing to achieve their targets.
Additionally, consider incorporating your internal branding efforts into other major events or initiatives within the organization, such as an annual company retreat or the launch of a new product or service. This will not only generate buzz and excitement but also reinforce the connection between your internal branding and overall business goals.
Remember that consistency is key; internal branding efforts should be ongoing and integrated into everyday communication instead of just being a one-time event. Regular check-ins and updates can help ensure that the brand values are continuously reinforced and ingrained in employee behaviors
Start small & build momentum
You don’t have to completely revamp your internal branding efforts overnight. In fact, it’s better to start small and build momentum gradually. Begin by identifying the key stakeholders who will play a role in defining and implementing your internal brand identity.
Next, focus on one or two key areas where you can make an immediate impact, such as improving communication channels or introducing employee recognition programs. This will help create a positive ripple effect and gain buy-in from employees.
As you see the positive effects of these initial efforts, you can gradually expand and fine-tune your internal branding strategy to align with your overall business goals. Remember that it’s an ongoing process, and continuously seeking feedback from employees is crucial for ensuring that the internal brand aligns with their experiences and perceptions.
Communicate your internal brand strategy
It’s important to communicate your internal branding strategy clearly and consistently to all employees. This includes providing training and resources for employees to understand the brand values and how they can be integrated into their daily work.
Consider creating a brand book or guide that outlines the key aspects of your internal brand, such as messaging, tone of voice, and visual identity. This will serve as a reference point for employees and ensure consistency in all communication efforts.
Aim to come across as authentic and genuine in your internal branding efforts, and don’t be afraid to show the imperfections and challenges that come with building a strong brand. This will make employees feel more connected and invested in the process.
Last, but not least, make sure you are crystal clear about your expectations when it comes to internal branding and what the rest of the team should do about it. For example, if you expect employees to use the brand messaging in their email signatures or internal presentations, make sure to communicate this clearly and provide resources for them to easily do so.
Alternatively, you might want to consider using company-wide tools to automatically update branding elements (such as centralizing email signatures) whenever a change is made, making internal brand management easier. For instance, WiseStamp can help with exactly that, as it allows you to update and manage your brand messaging, visuals, and other elements across all employee email signature marketing in one go.
Celebrate successes & recognize efforts
As you implement your internal branding strategy, it’s important to celebrate successes and recognize the efforts of employees who have embraced the brand values and contributed to its success.
Consider hosting recognition events or creating a rewards program that acknowledges individuals or teams who have embodied the brand values in their work. This will not only boost morale but also reinforce the importance of the internal brand within the organization.
Additionally, regularly sharing success stories and highlighting examples of how the internal brand has positively impacted employees and customers can serve as motivation for others to embrace it as well.
Train & engage your team
Internal branding is not just the responsibility of a select few individuals; it requires buy-in and participation from all employees. Therefore, training and engaging your team on the importance of the internal brand is crucial.
Consider conducting workshops or seminars to educate employees on the brand values, how they align with the overall business goals, and how each employee can contribute to its success. Encouraging open communication and dialogue can also help to identify any potential gaps or misunderstandings in regard to the internal brand.
Develop a positive culture
Everyone says they want to build a positive culture at work, but not everyone puts actual effort into this. Internal branding can play a key role in creating and maintaining a positive workplace culture.
By aligning the internal brand values with your desired company culture, you can create a sense of purpose and unity among employees. Additionally, regularly reinforcing these values through communication, recognition, and development opportunities can help foster a positive and inclusive environment where employees feel valued and motivated to contribute to the success of the organization.
Some ways you can nurture a positive culture in your company include:
- Leading by example and embodying the brand values yourself
- Encouraging open communication and feedback from all employees
- Providing opportunities for personal and professional development
- Celebrating diversity and promoting inclusivity in the workplace.
Make sure internal & external marketing are connected
Internal and external marketing and branding efforts do not “function” in different “vacuums” of the organization. They are and should always be connected to each other. Your internal branding efforts should align with your external brand messaging and image to ensure consistency in how your company is perceived by both employees and customers.
This means that all communication, marketing materials, and visual elements should be aligned with the internal brand identity. Additionally, involving employees in creating and sharing content for external marketing efforts can help to further strengthen their connection to the internal brand and showcase the culture of the organization.
Get feedback from employees
Remember that we just mentioned internal and external branding efforts shouldn’t work in a “vacuum”? Similarly, they shouldn’t be siloed from your actual team either. You may be the one who builds the strategy, but it is the employees who respond, implement it day by day, and who are just as responsible for the success of it. This makes their feedback invaluable.
Regularly seeking feedback from employees on the internal branding strategy can help to identify any areas that may need improvement or adjustments. It also shows that their opinions and thoughts are valued, which can boost morale and foster a sense of ownership over the internal brand.
Consider conducting surveys, focus groups, or even one-on-one discussions with employees to gather their input and perspective on the internal branding efforts. This will not only improve your strategy but also make employees feel more connected and invested in the success of the organization.
Include the internal branding guidelines in the onboarding
Want to make sure each new employee is onboarded with the right knowledge and mindset regarding your internal branding strategy? Then make sure to include an internal brand guide in their onboarding process!
This could mean including a section about the internal brand in the employee handbook, providing training during orientation, or simply having a designated person or team responsible for communicating the internal brand values and expectations to new hires.
By including this in the onboarding process, you are setting a strong foundation for new employees to understand and embrace the internal brand from day one.
Incentivize employees to use the internal branding narrative
Look, we won’t lie: change will almost invariably come with resistance, reluctance, and a “lukewarm” attitude in some employees. It’s human nature!
To combat this, consider offering incentives for employees to fully embrace and use the internal branding narrative.
This could include rewards for consistently using the correct brand messaging in communications, bonuses for embodying the brand values in their work, or even recognition and opportunities for career growth based on how well they align with the internal brand. This will incentivize employees to not only follow the internal branding guidelines but also actively promote and incorporate them into their daily work.
Regularly evaluate and adjust (if needed)
Your internal branding strategy doesn’t have to be set in stone. As times, employees, and the organization itself evolve, it’s important to regularly evaluate and adjust your internal branding efforts.
This could mean conducting employee satisfaction surveys, tracking engagement with internal branding materials or initiatives, or even holding focus groups to gather feedback from employees. Based on this data, you can make any necessary adjustments to ensure that the internal brand is still relevant and effective in driving employee engagement and alignment with company values.
Internal branding: the key to being the best
People spend a third of their lives at work. So when things aren’t quite “right” internally, employees may not be as motivated or engaged. This results in issues like the latest trends in “silent quitting.”
This can ultimately impact the company’s success and bottom line. Having to go for new hires is expensive, as they take time to settle in, and the change disrupts the natural flow of things, causing delays in projects.
Creating a positive workplace culture through internal branding is crucial for fostering employee satisfaction, engagement, and ultimately contributing to the success of the organization. By aligning brand values with company culture and continuously reinforcing them through communication, recognition, and development opportunities, companies can create a sense of purpose and unity among employees while also maintaining consistency in external branding efforts.
You don’t want people to just “not complain about work,” though. You want them to be satisfied and engaged, so make sure your entire internal branding strategy is a collaborative team effort. When employees are invested and aligned with the internal brand, they become ambassadors who not only promote the company’s values but also attract top talent and loyal customers.
Is all of this easy to achieve?
No.
But it is most definitely worth it, from every point of view.