Introducing a new brand identity? Why internal branding comes first.

When a global technology company introduced a new brand positioning, it wasn’t enough for employees to simply be aware of the change. A new brand positioning is useless unless your employees strongly identify with it. Otherwise, employees will never ‘live the brand’ in their day-to-day work.

As part of the global roll-out, the corporate communications department produced an internal magazine focusing on all aspects of the new brand positioning, including why a new positioning was needed, how it was developed, and how it is related to the company’s strategy.

There were also interviews with people in the company who embody the new positioning. They talked about what the new brand values mean to them personally. This helped the rest of the workforce to consider how they too could incorporate the new positioning into their own work and behaviors.