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.

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Should You Get a World-Class Speaker for Your Corporate Training?

Corporate training courses and conferences are vital to the growth and development of a company. These activities are done to address specific issues or risks that the business is already facing or is about to face. It is during these activities when solutions are thought of, discussed, applied, and practiced.

Sometimes it helps to just brainstorm with your peers and colleagues, but more often than not, if you want to address a problem correctly, you are going to want to have external help especially if you are very inexperienced. Brainstorming works but there’s always a risk of committing a mistake that you can’t undo, worse, you might end up making the situation a lot more difficult to solve. To remedy this, get professional help for your corporate training courses or company conferences.

Who should you hire?

Corporate training programs and conferences should be taken with utmost sincerity. Having the wrong person educate the people of your company on how they should address their problems could break your business. When it comes to decisions like this, as a business owner, you shouldn’t compromise. The answer to the question “who should you hire for your corporate training courses or conferences?” is easy – go for the best.

Going for a world-class speaker such as Jerome Joseph offers a lot of benefits. Not only are you sure that your employees and managers are in safe hands, but your people will also appreciate you for how much you trust and invest in them by getting a world-class speaker to educate them. Having the opportunity to gain wisdom from a world-renowned speaker will surely boost your employee’s morale.

Other than that, what are the other reasons as to why you need to book a world-class speaker for your corporate training courses and conferences?

Why book a world-class speaker

Years of experience

World-class speakers have been in the industry for years and years. It takes time to be a world-class speaker so for them to have that title, you know that they’ve spent years just honing their craft, mastering their expertise to deliver top-quality keynote speeches and training. With their years of experience, it is very likely that they have already encountered the problem that you have and, of course, they already know the solution to it as well. They’ll be able to share things that you need to look out for, things you need to prioritize, invest in, improve, and develop.

They’ve already seen the industry from the front and back, if you have any questions in mind, world-class speakers such as Jerome Joseph has the answer for you.

Perfect for every need

World-class speakers are well known because they are experienced in multiple fields. They can offer help in corporate training courses, conferences, and business branding via coaching, consultation, workshops, or even virtual training.

Jerome Joseph can help address your different types of needs in multiple ways, he’s very versatile. His expertise allows him to cater to your business’ needs directly.

Global experience

Jerome Joseph has had engagements in 34 different countries for various reasons, helping over a thousand businesses. In a nutshell, a world-class keynote speaker has seen and experienced it all already. He will be able to help you solve your problems no matter how unusual and difficult it may seem.

If you’re going to ask for help with your corporate training courses or conferences, ask for someone that sees things on a global scale. After all, you don’t want to ask advice for someone who hasn’t seen the bigger picture just yet. The advantage of asking for help from someone who has seen the big picture is that the solution that will be offered to you will surely be future-proof – it’ll withstand problems and issues it might face in the future before it even faces it like brand transformation, corporate upscaling, merging, and so much more.

Experience with people

If you worry about compatibility, worry no more with world-class speakers. Due to their years of experience in the field, they have already come across most, if not all, of the types of people that you can encounter in the industry. We all know that there are different types of personalities and there are different ways to appeal to or approach each personality type. With world-class speakers like Jerome Joseph, dealing with any type of people will be a breeze as they already know the appropriate and effective way of handling any kind of personality.

Having someone who is an expert with social skills in your corporate training courses will definitely help your employees capture what the training is really all about. They’ll be able to absorb information more as the approach will be perfect for them.

Unquestionable credibility

World-class keynote speakers are globally renowned for a very good reason, they are effective, efficient, helpful, resourceful, and truly impactful. It’s simply difficult to question the credibility and helpfulness of someone who has written multiple books and experienced it all at least 10 times over.