Internal branding, an intelligent plot

Estimated reading time: 4 minutes

Today we’ve a great opportunity to talk about the book by Alejandro Formanchuk, one of the most important organizational communication experts in Argentina. On his blog Todo Significa (Spanish)  he shares his extensive experience in internal communication and has compiled a summary of it under the title Branding Interno, Una Trama Inteligente (Internal Branding: An Intelligent Plot only in Spanish right now).

We would like to thank Alejandro for letting us dedicate a post to the main lessons we’ve taken from his new book which can be applied in our organizations.

To start, when we want to place the value of internal communication or internal branding in companies, we need to ask ourselves, like the author did, what possesses value in the corporate world?

The answer lies in Branding Interno, Una Trama Inteligente with authors such as Jonas Ridderstrale and Kkell Nordstrom, who declare that the classic balance sheet captures less than a quarter of the real value of a modern company.


75% of that value can’t be seen, accounted, measured and recorded by those old balance sheets


That’s what Formanchuk maintains. For him, this figure has a clear translation:

  • A machine, a building, a product: 15%.
  • The loyalty and the positive image in the eyes of your customers, partners, employees and others: 75%.

Departing from this or from a similar qualitative calculation made by other authors, which places human capital at the center of any successful corporate operation, Formanchuk’s reading is a must that you should flick through at the very least.

In it, you’ll discover important maxims for designing valuable internal communication:

  • Many of the most important resources in a company are not tangible.
  • Employees are not an internal audience. They’re an outside actor.
  • The barriers are gone between external and internal communication.
  • People themselves are a branding channel.
  • Internal branding is simply just branding.

Having made these reflections, Formanchuk puts forwards some guidelines for determining the actions that can be taken from them. For the author of Todo Significa,  brand value is built from within the organization. For that reason, we talk about strategic decisions that necessarily involve integrating disciplines. In this sense, remember that organizations mustn’t forget that they need to:

  • Manage the brand from within the company.
  • Execute branding actions designed for and aimed at employees.
  • Carry out internal communication done with branding techniques.
  • Organize ERM programs (Employee Relationship Management).
  • Employ B2E strategies (Business-to-Employees) driven by “EVP” (Employer Value Proposition).

To all this, from Zyncro we could add the best practices proposed by the manual for Enterprise Social Networking.

And a final quote from the author in his book:

The people making up a company are its best ambassadors.