Internal Branding: The Power behind Your Brand Resoundcast - the branding podcast from Resound, a creative agency

Every brand gets its power from connecting with people and delivering on its promises. And that starts with internal branding.



I’m taking inspiration from a conversation I had with David and Sam, where we emphasize internal branding: taking an internal focus before taking your brand identity to the world.



We’ll explore why internal branding should be your first focus, the pitfalls of neglecting it, and how to implement it successfully within your team.



By aligning your internal stakeholders first, you set the stage for a more cohesive and powerful brand presence in the market.



https://youtu.be/hlG0ojbxGo0

Focus on Your Team First

Nobody advocates for your brand like employees. Their words and actions tell everyone what your brand stands for. If they know your brand—and you hire well, based on your brand—your employees will see the connection.



And that consistent brand experience—through the words and actions of your employees—connects with customers more than your claims ever will.



Create clear guidance and your employees will give you a cohesive internal brand that enhances customer service, employee satisfaction, and overall business performance.

Not Convinced Internal Branding Matters?

Here’s what happens when external branding fails to connect with your employees.



Lack of Cohesion. Without internal branding, your team acts and speaks inconsistently, confusing clients.

Employee Disengagement. When employees don't feel connected to the brand, their engagement and productivity suffer.

Reputation Risks. Inconsistent branding can damage your reputation, making it harder to attract both clients and talent.

Missed Opportunities. A team that's not aligned with the brand won’t know how to represent the firm in social settings or online platforms.



Neglecting internal branding can have real financial consequences, from lost sales to increased employee turnover.

The Overview: Implement Internal Branding

Branding starts at the top but doesn’t stay there.



We’ve all seen companies that embrace amazing-sounding values but don’t live up to them.



You might be at the counter at the car rental desk, and you can’t get the agent to live up to their own values. The values are literally on the wall behind the person helping you.



They’re just not lived out.



So how do you build out those brand values properly and honestly?



Start with Leadership. The first step in internal branding is getting buy-in from the top. Leadership needs to exemplify the brand values.

Synthesize. People grow in understanding when they’re asked to think through the brand regularly. Ask everyone to apply them to a situation that happened recently. Did they live up to them? Is there room for improvement? Make sure everyone understands the brand's values, mission, and vision.

Give them Guides. Don’t give them long paragraphs to read. Give them workshops, handbooks, or even regular internal communications.



Know the Tools for Internal Branding

Internal branding uses different tools than external. But they all do the same thing in the end: instill an understanding of the brand to humans who can either be encouraged and excited about values or eventually forget.



Here are some ways you can keep everyone engaged internally.



Brand Handbook & Workshops: Combine a comprehensive guide with internal training sessions to educate team members on brand elements, values, and practical applications.

Digital Communication: Use platforms like Slack or Microsoft Teams for...