The practice of internally based branding has faced some criticism, and depending on how it’s presented, it can feel gimmicky and trite at times. If the training and branding approach appears to be based on slogans or production goals, it isn’t likely to fulfill its goals. Many business experts believe, however, that internal branding that is done well can increase employee satisfaction and, in turn, company success. The most successful approaches are usually based on longevity, and have an eye toward to the future; they may start with something like a training day, but in most cases the messages taught are meant to be a long-term part of the culture, not just a once-in-awhile reminder or infusion. Corporate leaders usually need to look for ways to unobtrusively emphasize and teach the core concepts continuously in various settings, and should expect the process to take some time to take root.
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