How Your Employee Training Programs & Company Culture Are Connected?


FACT: Employees play a big part in the success of a brand. A culture that celebrates their importance, constantly connects them with the brand and rewards their milestones affect their work in an organisation.

Successful brands know how to sell to their customers but selling their brand to their employees is equally important as well. It is essential to be able to design training programs that support the brand’s mission, vision and values and further foster the culture you have envisioned internally. It only takes ONE disconnected team member to derail a business process or potentially damage the overall brand. A good culture that champions growth and development as an individual and as a team has a direct positive impact on employee productivity.

Watch this clip from one of my Ask Jerome Joseph segment where I was asked about the importance of Internal Branding


1. It should boost employee morale

Inclusivity and transparency is needed to boost the employee morale. It is important for employees to feel needed, trusted and know that their efforts – big or small- matters.

2. It should set employee expectations and lay down opportunities

Employees leave because of lack of opportunities. Do not waste your effort in orienting and training newbies every 6 months. Focus instead on creating opportunities for your current hires. Investing in development in a field or upskilling makes employees feel valued. Career development is one of the important aspects held in high value by every employee. You always have to communicate that they are part of an organisation that understands their need for growth and get them to stay.

3. It should be engaging

A positive and contemporary approach combined with an open relationship and communication between the company its leaders and other employees translate to a more motivated workforce. A company  that establishes good work culture with engaging activities and milestone reward systems, creates employees who value their roles more as part of an organisation’s ecosystem.


  1. It creatively aligns all the employees to the brand’s vision, mission and values
  2. It provides growth and development opportunities
  3. It helps nurture the mental and social well-being of employees
  4. It inspires camaraderie and fellowship within the organisation
  5. It encourages a positive outlook when taking on challenges within workplace

If you want to build a stellar brand culture, you have to realize that your employees are not just people behind desks or equipment who deliver work. They are people who go home and talk about experiences with families and friends–your first degree potential customers. Having an encompassing brand culture means that even outside the four walls of your office, these people champion your brand, your purpose and your goal.


My corporate journey taught me one key strategy in brand building- CORPORATE TRAINING IS ESSENTIAL. As such, I have dedicated my time as a corporate culture keynote speaker, in sharing my experience in this topic to thousands employees from different organisations. Through the years, I have worked at perfecting our Signature Programs that guarantee success in these FOUR PILLARS- Brand Strategy MasteryInternal Brand MasteryBranded Customer Experience Mastery, and Sales and Marketing Mastery. Under these pillars, we have designed 40+ programs that help build world-class brands from the inside and out. Our most popular brand culture training programme is the Internal Brand Mastery, a customisable set of strategic employee engagement methodologies and activities driven by your brand.

Internal Brand Mastery

This program is especially designed to help engage and inspire employees from within. Click here to read through its powerful programs.

Check out some of the testimonials from our brand training sessions


Company Culture bring employees together. Branded Culture make employees great brand ambassadors. Investing in powerful, industry-proven brand culture training programmes is like a body of water that surrounds an island– it envelops the land and keeps it afloat.

Are you ready to transform your brand? Get in touch with me now at jerome(@) or business(@)

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Check out Jerome’s corporate training and brand consulting at

The Global Brand Academy is a corporate training company that enables brand transformations by providing effective internal branding and leadership programmes for organizations and their employees.

How to Build A Unique Internal Brand at Your Company



Some people make the mistake of confusing internal branding and corporate branding. Corporate Branding sells the brand outside and Internal Branding sells the brand inside the company. Corporate Branding is the overall identity that the consumers associate themselves with, while Internal Branding ensures that everyone working in the company lives and breathes the brand’s mission, vision and values. Some companies neglect the idea of building a strong internal brand but read on and find out how the existence and absence of an internal brand can potentially affect your external branding.


Internal Branding is a continuous practice of WHO the brand is, a constant reminder of WHERE it is going and WHY the company exists. The WHO, WHAT and WHERE behind any business is important to be embraced by employees because it contributes to a brand’s positive impressions, reputation and credibility. A strong and effective internal brand means that the company has transformed its employees to become its top brand advocates who speak the brand’s language and live the brand’s values.

Take a look at Facebook

Facebook started out as a small outlet with only a core group making its successful debut at several American colleges happen. The brand sells “connection” which is effortlessly the same offering within their company. Facebook has always been known to be a fun place to work at and with the brand’s playful approach to innovating technology and internet use, it has given the employees a freedom to explore and experiment. Even with its global success today, Facebook maintains its brand culture as it continuously grows and garner success, all because of highly motivated individuals working towards its success.


Internal Branding can make or break a company, almost the same as how an external brand can affect the relationship with consumers. In today’s marketplace, it has become important for customers to be associated with brands who speak and share their values too. One bad employee can spoil a customer experience. A negative insight from an insider can cause doubt on your company’s credibility. An employee’s bad behavior can damage a brand or disrupt the workflow and any untoward or unbecoming actions by a supposed advocate can become a brand’s weakness.

Don’t let poor internal brand affect your external brand. Look for the golden opportunities to further build and strengthen it. I am a believer of creating unique experiences that doesn’t hard sell the brand inside, but naturally creates that flow of employee-being in an organisation.


While Internal Branding is important, building a UNIQUE one can differentiate your brand from others. In the Global Brand Academy’s programmes, we encourage the practice of these TWO Internal Branding Strategies:

1. Look to your brand basics: Mission, Vision and Values.

These founding ideas are what makes your brand a whole. Making sure that these are properly communicated and implemented should be a top priority of any brand.

In these brand basics, you can also find an advocacy you can relate to. Today, it means making a stand for society, which is an important consideration for both employees and consumers when choosing brands they want to associate with. Some examples of advocacies are anti-discrimination, anti-bullying and inclusivity practices within companies.

2. Create Branded Experiences within your organisation

While companies often opt for a standard procedure in implementing and projecting brand mission, vision and values, a branded employee experience is a more effective way through employees. A company should never leave anything for an employee’s own interpretation, but it should be able to engage them in a way that is consistent with the brand’s unique personality and what they stand for. As with anything, we highly recommend creating experiences driven by your brand.

These have helped transform brands from the thousand employees we connected with. Our 40 plus signature programs have these as basics before diving into specialties. If you are interested in creating a UNIQUE Internal Brand for your company, check out our Internal Brand Mastery programmes here .

These two best practices have been shared by Jerome Joseph, Global Brand Academy’s Head Brand Coach, based from his personal experience as an Award-Winning Professional Speaker and Brand Consultant. He was ranked No. 2 in the world (2020) and No. 3 (2021) as the Global Brand Thought Leader. He is also a Best-Selling Author of eight (8) books on Branding and his book on Internal Branding is one of the popularly referenced reads when it comes to building company culture.

We want to know what you want to learn from us! Comment your suggestions below!

Check out Jerome’s corporate training and brand consulting at

The Global Brand Academy is a corporate training company that enables brand transformations by providing effective internal branding and leadership  programmes for organizations and their employees.

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