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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Tips to Create Compelling Brand Personality

What is Brand Personality?

Brand Personality is a set of human characteristics associated with a brand, product or service. For example, we think CNN as a trustworthy and knowledgeable brand, likewise, Marlboro brings out the image of masculinity, freedom and adventurous. Having a brand personality will make your brand stand out and different from your competitors, and planned right, could be the source of connection between brand and consumers. However, it is not always easy to create a strong and clear brand personality. We would like to share a few tips that you need to observe when it comes to designing your brand personality.

Brand Personality needs to be different!

What is the point of having a personality that has been overused by your competitors? By being original and authentic, you stand a much greater chance to be noticed by your consumers. Take Southwest Airlines for example. When every budget airlines shout “I’m affordable!”, “No frill!” and the like, SA went further, finding a niche personality that create a uniqueness by adding “FUN”, now if you do not want to pay through your nose for your airline ticket, but also do not want to get bored stiff, you will fly Southwest.

Brand Personality needs to be credible!

Just like human being, brand personality needs to be crafted in an authentic way based on your capabilities and competencies. Otherwise, consumers will find the discrepancies and start to doubt your brand. A neighboring country immigration office includes “Friendliness” as their personality, but unfortunately, nobody could, after 8 hours shift day in and out, smile at everyone they face. It would be more credible if they adopt “courteous” and “efficient” as their personality.

Brand Personality needs to be relevant!

It might be a no-brainer, but sometimes, because of the creative process, strategists often forget that whatever they create, should relate back to the targeted customers! If you are in a B2B business, most likely you would not adopt a “fun, carefree” personality because this is not what your target market wanted. Likewise, if you are a luxury goods retailer, you do not want to show “funky” as your brand personality. Pick the best personality that connects to your brand and audiences!

Brand Personality needs to be consistent!

We are always the biggest advocate of consistency. Without consistency, your message will simply be diluted overtime, and again, your customers will start to doubt you. To do this, you as the strategist of the brand, need to formulate the personality clearly, and translate this personality to your touchpoints, thus creating the coveted consistency.

Creating a brand personality (or creating a strong, world-class brand in that matter) is not an easy task. It is a journey that never ends and sometimes you will find obstacles in the way. Contact Jerome now, so he can help you to alleviate your problem and creating real impact that drives your bottom line!