The European communications community has been defining and refining the concept of "Internal Branding." Today, American business needs to take a solid look at the concept - it's utterly revolutionary and at the same time, the oldest game in business.

1. “ Internal Branding” for people who haven’t heard the term. Communication to current and future employees & customers. Email. Or call, 605-261-6070

2. Your business, idea or organization’s style, methods, values and personality make up your collective “Culture.” Your culture is unique. Communication to current and future employees & customers. Email. Or call, 605-261-6070

3. Others may initially align to your business, idea or organization because of some outward message, but ultimately, they align because your culture and theirs “fits.” Communication to current and future employees & customers. Email. Or call, 605-261-6070

4. Cultures are neither right nor wrong. They simply “are.” And Culture is the single-most influential factor on your businesses success. Communication to current and future employees & customers. Email. Or call, 605-261-6070

5. Communication to current and future employees & customers. Email. Or call, 605-261-6070 Though this sounds complicated, the results are quite simple. Internal Branding is the intentional policy of making sure that Culture is wholly understood and accurately communicated to employees and customers alike.

6. “ I will tell my friends of this place because it speaks to people like us. And, if I want a job, I’ll want to work here too. I’ll be more productive, happier and focused.” Communication to current and future employees & customers. Email. Or call, 605-261-6070

7. Time, Money and Resources are invested with utter efficiency. Communication to current and future employees & customers. Email. Or call, 605-261-6070 Realistically, advertising expenses go down . Turnover goes down, too. Loyalty and productivity? They go up .

8. Communication to current and future employees & customers. Email. Or call, 605-261-6070 It’s all very practical and common sense. So why is the term new?

9. Well, for decades, American business got by on price, product, promotion alone. But as competition increased, media became diluted and information flourished, the choices grew exponentially. Communication to current and future employees & customers. Email. Or call, 605-261-6070

10. Now? Everything matters. There. Is. No. Room. For. Error. Internal Branding is simply the new standard. Communication to current and future employees & customers. Email. Or call, 605-261-6070

11. Again - Internal Branding is the intentional process of making sure that Culture is wholly understood and accurately communicated to employees and customers alike. Communication to current and future employees & customers. Email. Or call, 605-261-6070

12. Company vision. Company values. Employee education. Employee enthusiasm. Customer expectations. Customer loyalty. Communication to current and future employees & customers. Email. Or call, 605-261-6070 An effective, efficient and measurable Internal Branding policy will balance:

14. Communication to current and future employees & customers. Email. Or call, 605-261-6070 Of course Internal Branding makes sense! And you knew it all along. Now, you know what to call it, too.

15. Implementing Internal Branding policy into your business, idea or organization may be easy or difficult. But the reward is worthwhile. And we will help you, too. Communication to current and future employees & customers. Email. Or call, 605-261-6070