Conventional wisdom says branding is for external communication; it aims to influence current and prospective customers. But this view of branding is too narrow, especially when a company is trying to fundamentally redefine its business strategy.
Nowadays, companies in the throes of change need brand communication to affect their employees’ actions as much as it does their customers.
Indeed, for the many companies attempting to make the shift from selling lower-margin goods and services to offering higher-margin customized solutions, branding can serve a powerful internal purpose. When we are faced with this very challenge, the branding strategy is critical in uniting formerly divided business-unit and product-oriented management factions behind new shared goals and strategies to deliver solutions.