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"Your outside world is a reflection of your inside world.”

More information about internal branding?

Every company is engaged in external customer communication every day. Internal communication is usually less high on the list of priorities. But is that the right way to go? The silo mentality has had its best time, also when it comes to internal and external communication. Ideally, they have one common goal: to promote the corporate reputation using employees as committed ambassadors.

When colleagues, teams or departments do not communicate efficiently with each other, things get out of hand over time. Objectives are no longer achieved, motivation is weakened, and employees are no longer able to identify with the company. Who hasn't been in a situation where sales blames production and vice versa? A risky situation. Internal communication should ensure that everyone within the company or organisation knows what is going on. All team members must have an idea of what their colleagues are doing and feel they are a valued link in the chain.

That is why a well-thought-out internal communication strategy is so important for every company. Internal communication must go a step further than just sending top-down messages to employees. Internal communication is not about telling employees what to think. It's about creating authentic dialogues with and between them. Internal branding allows you to build a bridge between the external brand and the internal organisation. When your employees believe in the brand, they will also coherently express this.

Internal communication is at the interface of employer branding, reputational management, change management and sometimes crisis communication. Quite complex, in other words. As an external partner, Pubmarket! analyses the situation without bias. From the outside to the inside. We listen to everyone involved through focus groups and one-to-one in-depth interviews. That's the basis for the analysis of the existing situation and the employer journey. Then comes the development of a vision of the future with the right communication tools, the right stories and the right visual language. Very focused on greater involvement of all employees.


  1. Listening to the wishes of the stakeholders
  2. Analysing the status quo
  3. Formulating a vision
  4. Establishing a communication mix
  5. Visual translation (copy & images)
  6. Measuring and adjusting