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


Changing Employee Behaviors and Beliefs to Deliver a Brand

Our work with clients often revolves around changing employee behaviors in order to more effectively deliver a brand promise. What our clients often find surprising is that the work of shifting behaviorRead More...
By : Alice Wright | Jun 12, 2018

Employment Brand and Employee Value Proposition: Two Sides of the Same Coin

What is the difference between Employee Value Proposition and Employment Brand? Are they simply two different ways to reference the same thing? No, there is a difference, but they are very related.Read More...
By : Kurt Kennedy | Jun 5, 2018

Marketing & Human Resources: the Ultimate Partnership for Brands and Culture

In many organizations, it might seem counterintuitive to build a brand strategy that involves a partnership between marketing and human resources. Often these functions are quite removed from each other. But ifRead More...
By : Alice Wright | May 29, 2018

When All Roads Lead to a Great Brand Experience

You have likely heard the expression, “all roads lead to Rome.” It’s a reference to the road system developed by the Roman republic around 300 BC. The Romans built a large networkRead More...
By : Kurt Kennedy | May 23, 2018

Tips for Making a Brand Promise More Explicit

Many brands are quite explicit about their promise to customers. They may rely on a single tag line or statement that communicates a very specific promise. That sentiment is repeated through allRead More...
By : Alice Wright | May 16, 2018

Deliver the Brand Promise with Your Customer Experience

In a crowded and distracted marketplace, businesses are becoming increasingly focused on creating compelling and consistent experiences that attract customers and shape favorable brand impressions. These experiences enable brands to tell theirRead More...
By : Kurt Kennedy | May 9, 2018

Defining the Customer Experience

It wasn’t long ago that customer experiences primarily focused on the transactional details of purchases. Today the customer experience is far richer and includes many touchpoints prior to a sales transaction andRead More...
By : Kurt Kennedy | Apr 30, 2018

Frontline Employees May Know Customers Best

“We suck at that!” Those were the words uttered by a customer service representative from my health insurance company when I called to inquire about out-of-network claims that were not being processedRead More...
By : Alice Wright | Apr 27, 2018

Taking the Temperature of Brand Culture

Many organizations regularly do formal measures of brand culture and employee engagement. These studies can provide regular, statistically relevant benchmarks for how the organization is doing. However, if you’re a smaller organizationRead More...
By : Kurt Kennedy | Apr 25, 2018

How to Blend Cultures During Business Consolidations

Consolidation is the reality for businesses today. In what can feel like the blink of an eye, employees often find themselves reporting to different leaders or working for an entirely different parentRead More...
By : Alice Wright | Apr 9, 2018
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