Internal Branding

Market your brand to your internal audiences, partners and affiliates.

“Caffeine have a great ability to understand our business, our culture and our current need to create just the right solution each and every time we work with them. Their creativity and design flair combine to create simple, yet effective designs and products for us which complement our programmes and offering, with a professional and exciting brand image


What Is Internal Branding?

Internal branding is the continuous marketing of your brand to your internal audiences at all levels. This can also include your supply chain or key partners who are critical to deliver your purpose and branded customer experience.

Internal branding is another phrase for internal marketing but focuses on your unique brand promise, values, personality and the brand identity that informs and unites all activities. It adopts the same rules of great campaigning you’d use to market for customers:

  • Segment your audiences internally so you can craft the right message to each group
  • Create a message matrix that defines what you want people to feel, think and do
  • Create highly impactful and engaging content that grabs attention
  • Deliver consistently with a unifying look and feel over time
  • Measure its impact and update accordingly

Our approach to internal branding connects your internal audiences with your customer promises and your brand values and aligns with the commercial objectives of your business.

How we help

  • Create the compelling story that will inspire your audiences – the secret of great communications is the ability to tell a compelling story. Storytelling is how we best learn and also how we best pass on to others what we have learnt. Great storytelling is the starting point for all internal branding.
  • Develop a comprehensive communications plan – the same story needs to be shaped and told in different ways to different people. We help you identify the key messages, channels, content that will be most effective for all internal audience segments.
  • Create consistent highly visible branded content – just like external marketing you need to wrap your messages in a consistent and eye-catching visual identity that unifies every touchpoint, channel and audience segment. Derived from your brand identity but flexible enough to have its own distinct flavour for internal consumption only.
  • Roll out, measure and adapt – we work closely with our clients as they roll out their internal campaigns to ensure that they are implemented successfully. This includes setting clear measures for success and using the results to adapt campaigns so they remain fresh and relevant.

Video: How to empower employees to focus on customers

Watch out for...

Propaganda posters

Internal communications is vital in any business but like any form of communication it has to be meaningful, credible, relevant and engaging. And it has to be delivered in a way that is going to get your audience’s attention and invite a response. Too many internal communications are poor propaganda – empty statements of intent with boring imagery that are pasted up as posters on the wall and generally get ignored until it’s time to take them down and replace them with another set of indifferent and unremarkable posters. Think of your employees like your customers. You wouldn’t waste money on adverts that don’t catch the customer’s eye, and you shouldn’t do that for your employees either.

Get in touch...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Related Services


Customer Experience image
  • Customer Experience

The Invisible Cost of Spam: Eroding Brand Reputation and Customer Experience

Shaun Smith explores how spam undermines customer experience, highlighting its detrimental impact on brand reputation in today’s digital environment. Spam, in its many forms, from unsolicited emails to intrusive ads, not only disrupts the customer’s digital experience but also erodes trust, a fundamental element upon which brand reputation…

Our Services

Brand-led Business Strategy

A growth strategy that inspires customers and employees


A distinctive customer experience that sets you apart


A culture that enables and empowers employees

Need a shot of Caffeine?

Are you an impatient leader wanting to make things happen?

We can help.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Caffeine's Extra Shot

Sign up here to receive your monthly Extra Shot newsletter.

Privacy Policy
We will only use your email address to send you Extra Shot content and will treat your information with respect. By clicking below, you agree that we may process your information in accordance with these terms. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us.
We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

Fourth year in a row: The UK's Leading Management Consultants 2023 by the FT. Post, by The Caffeine Partnership.

Awarded the UK’s
Leading Management Consultants 2023
by the Financial Times.

Purpose, Pay or Perks?
What Matters Most to Employees.

Download our FREE White Paper.

We commissioned an independent survey of 1000 UK employees with the objective of understanding how expectations around what they want or expect from work have changed since the pandemic.

Fill in the form below to download our report.