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


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

What Makes Your Brand so Special?

Last night I had a very fun conversation with my daughter. She will be a high school senior next year and she decided to run for a class office. As she wasRead More...
By : Kurt Kennedy | Apr 2, 2018

How Brand Culture Contributes to Sales

Closing the sale is the lifeblood of any business. Often, the customer’s decision to buy, or not buy, comes down to impressions that happen at the very moment of that decision. OrganizationsRead More...
By : Kurt Kennedy | Mar 28, 2018

How Magnetic Brands Attract Customers and Employees

Magnetism – it’s that positive emotional energy that draws us in and makes us take notice. We become curious, compelled. Maybe even a little obsessed. Magnetic brands have that undeniable pull. CompaniesRead More...
By : Alice Wright | Mar 20, 2018

Who Are Your Hidden Brand Ambassadors?

If powerful brands are built from positive experiences (which they are), then the role of brand ambassadors is one of the most important components of a good brand strategy. A brand ambassadorRead More...
By : Kurt Kennedy | Mar 15, 2018
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