Internal Brand Strategy & Design for Improved Engagement

Increase your internal brand engagement with authentic and purposeful end-to-end corporate branding

What is the importance of internal branding?

Internal branding is all about connecting your employees with your brand values, purpose and position. It is the organisation’s ability to connect employees to the work that needs to be carried out so they are inspired to deliver.

Internal brand alignment and engagement will motivate employees to understand, believe in and live your brand, becoming your biggest brand advocates.

Internal branding will increase the organisation’s ability to outperform the competition through the discretionary effort of its employees.

What is the difference between internal and external branding?

External branding/marketing is aimed at retaining your existing customer base and attracting new customers to your brand’s values and purpose, whilst encouraging customers to choose your product and service offering.

Internal branding aims to connect your employees with your values, your purpose and your offering/product to create a positive culture, a motivated workforce and inspire work that matters.

Internal branding requires in depth knowledge and understanding of the business and the employees that work there for it to be successful, not dissimilar to the importance of understanding your customers.

Benefits to your organisation

There are many benefits that internal brand engagement can have on your employees and the organisation as a whole. Some of these benefits include:

• Deliver an authentic brand presence to consumers and employees.

• Build an energised company culture where employees are connected to the brand and drive an employee’s appetite to give discretionary effort.

• Allow staff to be authentic when speaking with customers, which will improve customer engagement and business performance.

• Employee retention and engagement will increase, also reducing turnover and recruitment costs.

• Attract the talent you need for your organisation to grow.

Once developed, where is internal branding applicable?

Once your internal branding is aligned to your organisation’s values, purpose and external positioning, it is important to ensure your strategy and design follows in practical application. Here are just a few examples to get started!

1. Internal and external brand guidelines – including the story you want to be told and be understood

2. Best employee onboarding experiences - creating a positive impression amongst new starters

3. Workplace learning and training modules

4. Intranets, LMS, communication portals

5. Virtual designed tools / templates such as PPT templates, email signatures, letterheads, policies meeting backgrounds / masterclass templates

6. Brand / employee videos (hype reels, events, training, talent attraction)

7. All internal communications e.g. emails, newsletters, town halls

8. Employer branding strategy e.g. recruitment branding

9. Internal events - face to face, virtual, hybrid

10. Reward and recognition programs

11. Office environment e.g. branding, colours, posters, signage

Our approach to internal brand strategy and design

As a corporate branding agency in Sydney, we offer internal brand engagement with strategy and design across Australia and worldwide.

Our approach is focused on the audience at the core:

• Discovery - Uncovering the unknown that exists and bringing it to life so others can discover it.

• Connection - Linking the ambition of the organisation with the output required to build belief.

• Human - Understanding key motivators for key stakeholders and end users in development.

• Considered Design - Paying attention to the detail in design with purpose, impact and engagement.

• Simple Application - Supporting implementation with consulting and tools for easy adoption.

Why work with Corporate Crayon

Read our case studies and see what our clients are saying about our corporate branding agency in Sydney:

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