While a lot of companies focus on external branding, I believe that internal branding – what the staff think of the company, how they respond to the mission and strategy – is more important. If the staff understand, support and enhance your ideals, you’re 50 per cent of the way there. Why try to sell your vision to outsiders if your staff don’t get it? If they do get it, every single member of staff is a walking advertisement and endorsement.
