Igniting a brand promise requires a culture that walks, talks, sells, plans, hires, trains and functions with a unified commitment to delivering that promise. When an organization aligns behind its promise, it can move forward quickly and powerfully. Change can happen easier and faster, and loyalty is strong amongst customers and employees.

Internal-external brand alignment is the practice of eliminating the disconnects and distractions that can so easily breakdown delivery of your customer promise. It involves communication, education and ongoing engagement with your teams. It refocuses a company on what matters most – igniting and delivering the brand promise. Every customer, every time.

Explore our blog posts and position papers to learn more about internal-external brand alignment and how it can contribute to igniting your brand promise.

Our Position Papers

Be sure to download our position papers for an in-depth look at topics that can fuel your organization’s brand alignment journey. Learn More...

Recent Blog Posts


How Simple and Clear is Your Brand Promise?

It’s a New Year and a renewed identity and simplified brand promise for the Kennedy Global team. In the past, we’ve described our work as Internal-External Brand Alignment or IEBA. While thatRead More...
By : Alice Wright | Jan 2, 2018

Differences Between Employee Value Proposition and Employment Brand

As part of our work with multinational companies and global brands we have seen a steady increase over the past five years in the topics of employee value proposition (EVP) and employment brand (EB).Read More...
By : Kurt Kennedy | Dec 7, 2017

Tips for Infusing a Service Model into Your Business

A signature service experience is an incredible way to build strong emotional connections with customers and increase the value and recognition of a brand. The success of that experience, however, goes farRead More...
By : Alice Wright | Dec 6, 2017

How to Communicate the Employee Value Proposition

Developing an employee value proposition (EVP) is more than simply defining a set of benefits and rewards that are part of the employee experience at your organization. Certainly, the benefits and rewardsRead More...
By : Alice Wright | Dec 5, 2017

Five Key Elements of Company Culture

Efforts to build company culture can look like many different things depending on the size and structure of the organization and available resources. Robust programs could include formal in-depth training sessions that immerseRead More...
By : Alice Wright | Nov 27, 2017

Essential Skills for Retail Hiring Managers

You’re a new manager of a specialty retail store, and one of your top performers quits unexpectedly. Suddenly you have an opening to fill or you’ll be short-staffed for the upcoming bigRead More...
By : Alice Wright | Nov 27, 2017

Three Tips for Bringing a Mission Statement to Life

Most businesses have a mission statement, yet the way it is communicated, applied, and understood in the cultures of organizations varies by many degrees. I recently had an experience that highlighted thisRead More...
By : Kurt Kennedy | Nov 21, 2017

REI Delivers Brand Promise by Closing on Black Friday

As the holiday shopping season barrels toward us, and especially Black Friday, it’s interesting to see how companies express their brand promises to customers amidst the mayhem of advertising and announcements ofRead More...
By : Alice Wright | Nov 16, 2017

Company Culture Should Be All About the Brand

It’s a common thing, when speaking with clients, for them to articulate what they see as a distinction between company culture versus brand culture. I understand what they are trying to distinguishRead More...
By : Kurt Kennedy | Sep 5, 2017

Undergo Change without Jeopardizing the Brand Promise

It was President Woodrow Wilson who said, “If you want to make enemies, try and change something.” He was obviously pointing to the challenge of guiding change and transition that any business,Read More...
By : Kurt Kennedy | Sep 5, 2017
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