Internal Brand Communication Training Helps Team Members Understand Your Brand’s DNA

All of us have had customer service experiences that didn’t quite live up to the expectations of a brand’s promises. Service intensive businesses have their work cut out for them because human beings complicate service delivery. Opportunities exist every day to deliver internal and external customer service that supports or deteriorates brand value at multiple touch points.

Even when an employee provides the type of service that delivers full brand value, another employee may drop the ball afterwards only to unravel the goodwill and brand integrity just built. It is, therefore, critical for management teams to fully link staff behaviors with a brands foundational DNA; the vision, mission, position and personality of the brand. The challenge? Managers can’t deliver what they don’t know. Statistics reveal that 62% of staff members lack their management’s support for delivering on brand promises effectively. That’s probably because 42% of managers themselves don’t fully understand the positioning of their own brand.

This internal brand awareness workshop focuses on building a managers complete understanding of their own brands DNA. It teaches participants how DNA must be filtered through each facet of the organizations operation and delivered through staff behavior and customer service. Our employee brand training workshop then gives participants the knowledge and tools to build cohesive and accurate brand messaging to staff members who must ultimately deliver on the brands promises.


Participants will learn to:

  • Build an understanding of how brands have evolved and why

  • Analyze and identify the 6 elements of a successful brand

  • Build greater respect and emotional attachment to the firm, its products and services

  • Flush out and develop the firm’s brand DNA

  • Communicate brand DNA to staff members who must read from the same page to deliver full brand value

  • Link staff behavior and customer service with brand DNA elements

  • Message the spirit of the brand in all internal and external communications

  • Reinforce the brand’s DNA through 10 different functional areas of the firm’s operation’s including HR, marketing, sales and through suppliers

Class size: Up to 16
Length: 1 Day
Delivery Method: Private

You should know that your Austin, Texas presentation received nearly all excellent ratings. With comments like, “very articulate and knowledgeable,” “valuable,” and “informative,” I can assure you that you’ve impressed this group…not always an easy task! View Full Letter (PDF)

Kirsten I. Amspaugh, Chairperson, PICA, Inc.

Just wanted to extend a huge “Thank You” for facilitating the Internal Brand Training for the Texas Health and Human Services Commission in Austin, Texas. The delivery and instruction was GREAT! You are obviously a Master in your field. The class far exceeded my expectations.

Senior Manager, Texas Health and Human Services Commission, Austin, Texas

“The delivery and instruction was GREAT! You are obviously a Master in your field. The class far exceeded my expectations.”

We Follow-Up

All of our programs come with follow up. This includes post Workshop follow-up delivered by our Fathom Software. This system delivers one question a day for 2 weeks via email on content. Questions can be answered quickly and are scored. A leaderboard tracks results and a gift is given to the winner.

Private workshops also include the follow-up options below which can be scheduled at any time after the initial experience and expire one year after the session is held. These sessions may used to reinforce continued participant learning by practicing new skills and techniques learned in the workshop. You may choose one option below or discuss a combination with your Fathom Representative:

A. Webinars
B. Lunch and Learn
C. 1/1 Participant Coaching (On-Site)
D. 1/1 Participant Coaching (Phone)