Like your customers, your employees and business partners have an image of your brand. Your people's perception of your company - your internal brand - should match your external brand. The degree to which your internal and external brands correlate depends on how well you communicate your brand internally.
Effective internal branding - communicating your brand message to your people and business partners - includes communicating your corporate goals and values, defining your corporate culture, and developing a work environment where people feel valued as an integral part of the company's success. How well you communicate your brand internally directly impacts how your people work, how long they stay with your company, and whether they're proud to be a part of your company or not.