Internal Branding: Build your brand from the inside out.


Internal branding enables your organization’s most valuable asset, your people, to embody the spirit of your organization and communicate it effectively. When trained and motivated, your brand vision and values will remain top of mind with your employees and influence every decision they make.

For example, employees can assume you want them to answer the phones. However, if they don’t know to answer the phone within two rings, to speak in a professional and positive manner, to ask the right questions and to confirm the next steps – maybe they shouldn’t be.

No one wants to have their call answered on the seventh ring by an extremely winded Daphne who’s now wheezing because she accidentally answered the phone with “Yo, sup?” instead of the more preferred “Good afternoon, thank you for calling Masters and Newton Accounting. This is Daphne, how may I help you?”

When your employees understand the “who” and “why” behind your business proposition, they become more customer focused and systematically participate in building a brand-centric culture that can lead to heightened customer-focused actions and stronger bottom-line results.

External Branding: What people say about your business when you’ve left the room.

Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates you from your competitors. Your brand is defined by who you are, who you want to be and what people perceive you to be.

For example, you could market your restaurant as Sam’s Superior Subway Sandwich and spend a fortune on a logo, website, menus, TV and radio spots, print ads, direct mail – but guess what? If you haven’t focused adequate resources on your food, the people who serve it, the environment in which you serve it, and the overall customer experience – you’ll soon be known as Sam’s Soon-to-be-Shuttered Sub Shop. Thanks to social media, online reviews, can make or break a business.

Whether you’re an innovative maverick or the experienced, reliable company in your industry, your brand requires definition and consistency.

Whether you need a brand audit or a complete brand makeover, the branding professionals at Electrum Branding can provide the insight and tools required to help your business deliver a better customer experience, build greater customer loyalty and improve your bottom line.