The internal brand identifies what is important to an organization and why it exists. At RedKnight we talk about the internal brand as being made up of the vision, mission, values and company belief systems.
The external brand ultimately is how your customer perceives your company. It is influenced heavily by the company’s marketing message and the avenues it uses to spread the message. However, because experience impacts our perceptions more strongly and memorably than just words, the customer experience has an even stronger influence on the external brand.
We spend a great deal of time talking about the ideal situation – where the owner’s vision and values are built into the business from day one. But what do you do when a company has grown and has lost touch with their original values?