When you’re trying to build your company’s brand, one clear focal point is the marketplace and another is the target consumer.  An often overlooked (or under considered) leg of the stool is your work force, and subsequently, everyone those people know. Internal branding. Do your plans for steadily building a sustainable brand place enough weight on those internal audiences so crucial to your success?

One of my favorite quotes related to branding is from Jeff Bezos, founder of Amazon.com.  When speaking of a company’s reputation, the legacy under recursive construction, Bezos said something like “Your brand is what they say about you when you’ve left the room.”  The “they” in that sentence being any audience or segment and the “you” being the company, the brand.  The guys in charge.