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 Employee Trash Talk Can Damage a Brand

I went to the mall the other day to run a few errands and overheard a very colorful conversation in the parking lot. As I walked from my car to the mallRead More...
By : Alice Wright | Jun 18, 2017

Customer Surveys May Harm a Great Brand Experience

When the final bill arrived following a recent family dinner at a national chain restaurant, our server “Bob” made the plea for us to fill out a customer survey. He had providedRead More...
By : Alice Wright | May 5, 2017

Communicating Change with a Message Architecture

In an earlier post, we offered guidance on how to create and structure a message architecture to support communication around a change initiative. As a follow-up, this post will give some insight onRead More...
By : Alice Wright | Mar 5, 2017

Eight Best Practices for Change Communication

Change is challenging.  Humans generally resist change in favor of doing what we always do.  A change often stirs up feelings of uncertainty, insecurity and sometimes hostility. Even if the end resultRead More...
By : Alice Wright | Mar 4, 2017

Best Practices for Employee Onboarding

Every new employee reflects time and money – not only in the recruiting and interviewing process but in the time it takes to bring them up to speed and make them productive.Read More...
By : Alice Wright | Dec 2, 2016

How to Create Behaviors that Build a Seamless Customer Experience

Think about the last time you had a great experience as a customer.  What made it stand out to you? Perhaps it was the way you were recognized and regarded as aRead More...
By : Alice Wright | Nov 18, 2016

The Power of the Customer Promise: Characteristics of Aligned Brands

Every consumer can name a handful of brands they truly love. These are brands we put above all others. Without hesitation, we buy them repeatedly, and we look forward to the experience.Read More...
By : Alice Wright | Sep 24, 2016

Is Your Customer Promise Gold-Medal Worthy?

Big media events like the Olympics bring out the heavy-hitters when it comes to delivering brand messages. For more than two weeks straight, brands take advantage of captive audiences who are eagerRead More...
By : Alice Wright | Aug 12, 2016

Increase Sales through a Signature Customer Experience

In an earlier post, we focused on the power of a signature customer experience in various types of consumer and B-to-B applications. This post will focus on the immediate sales wins that are possibleRead More...
By : Kurt Kennedy | Aug 6, 2016

The Most Important Tool For Brand Communication

Communicating in large organizations can often feel like that old game of telephone. Messages get distorted and misinterpreted as they are delivered through various channels and by an assortment of people withRead More...
By : Alice Wright | Jul 14, 2016
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