Key Tools > Brand >Aligning the Internal and External Brand

• Organisations with differentiated, sustainable brands are invariably based on strong organisational and brand values.
  
• Branding needs to start from the inside (e.g.”internal branding”). Your first brand audience are your people - delivering on the brand promise is essential before implementing external branding = “living the brand values”.
  
• Alignment between internal and external branding is at the heart of brand-based organisations and cultures.

The diagram below outlines our approach and philosophy in working with our clients to build sustainable brand cultures.

Organisational Values		Brand Values		Internal Branding
Brand Management & Measurement		Brand Communications		Strategic Brand Framework: - Brand personality - Brand identity & vision - Brand positioning