Internal Branding

Internal Branding is a comprehensive and integrated strategy to internally market the Company Brand to all employees.

The benefits of Internal Branding are:

• Helps to align employee behavior with the Company’s Value Proposition
• Once employees are informed, motivated, trained, they buy-in and improve their performance
• Helps to build teams of dedicated and engaged employees

By leveraging employees as brand champions, they work to reinforce the vision of the company everyday between each other or as they interact with your customers.

Companies with high levels of employee trust, understanding and belief [in their brand], perform better [company earnings] than companies with low levels by as much as 186%. -- Watson Wyatt Worldwide

Internal Branding Model:

Do you need Internal Branding?

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Case Histories

• "Creating a value proposition and a brand for the Company"
• "The advertising came first; but then employees needed to live the Company Brand"
• "There was confusion because no one understood the essence of the Company"
• "For a Rapidly Growing Company: Who are We? Where are We Going? What Should We Focus on?"

Testimonial

Topsail did a great job developing a value proposition with me and my leadership team at Neopost USA. Steve and Alex have that valuable blend of theoretical and practical application that yields lively discussions and productive outcomes. A portion of their success with Neopost USA can be attributed to their work plan, which involved learning our business and understanding the personalities of the leadership team. Dennis P. LeStrange
President and CEO, Neopost USA

We engaged Topsail Group to help us work through some foundational elements of our marketing and agency selection strategy. They listened to our needs and objectives. Steve and Alex were candid, quick, and gave us good advice. With their extensive business experience, both Steve and Alex addressed our needs and objectives with great enthusiasm, service, and follow through. Gary MacDonald
Principal and Marketing Director, State Street Global Advisors

Topsail Group made great suggestions on the best way to facilitate and insightful discussion between a powerful team of business development executives and business analysts. They provided a comprehensive framework and approach to considering who, how, and what our clients think as we’re engaging in the consultative sales and delivery process. They also encapsulated and communicated the stuff that I thought was raw instinct for only the very best relationship builders. This was a superb team building and team engagement session. Steve Girling
Managing Director, SMARTANALYST, Inc

Remy Cointreau USA is going through an extraordinary transformation. Our engaged, motivated employees are our biggest asset to help us navigate these changes. Topsail did an outstanding job of getting our newly designed Field Marketing Organization aligned around their mission, strategy, and pledge to one another and value to the greater organization. Topsail was able to take us to a whole new level of teamwork. Marie Mann
Senior Vice President, HR