INTERNAL BRANDING

Internal Branding is a corporate strategy measure to enable and motivate employees to not only keep the brand promise but to “live” it. To do this, companies involve employees in the process of brand development, inform them about the brand, and inspire them to feel enthusiastic about the brand in order to ultimately influence their behavior to support the brand. Internal branding is particularly important because brands grow from the inside out and in fact contribute to increased sales. The “internal brand” and the “external brand” must relate to one another.