Internal Branding Lessons from the Global Adventure


We have worked with the likes of Virgin Media, Ageas and most recently, Molson Coors, on their internal branding projects drawing on our own experiences of Global’s internal branding project.


As we’ve discussed in previous blog posts, putting an effective internal communications strategy into place plays a crucial part in any business. Yet few understand the need to convince employees of the brand’s power. Having that emotional connection to the products and services the business sells is then passed onto the customers.


Our internal branding, known as ‘the Global Adventure’, takes the concept of adventure and applies it to the different roles our team plays within the business. When a group embarks on an adventure, each role that a member has plays an important part in the success of that adventure. In the same way, a company needs to ensure that the right people who are great at certain things are empowered to stand up and lead particular parts of a project or mission.

The adventure is the vehicle for our creativity to shine. For example, the company strategy has been outlined in a 10 page book in the form of an adventure guide with a map tucked into the back.


With a bit of creativity and design, internal communications can effectively and successful effect change within a business. Having worked with numerous clients we have seen how much of a difference it can make to your business by having a strong internal branding project.

We also know that it can be a challenge knowing where to start or how best to tie it into the existing culture and values of the brand. This is where working with an agency can help. It can be useful to get a different perspective to develop creative ideas that you may not have considered previously.


Here are the key lessons we’ve learnt along the way to help guide your own adventure.

  • Choose your moment – internal communications can be an effective tool at a time when a company is experiencing a particular challenge or change and employees are seeking some direction.
  • Internal and external marketing should be linked – if external and internal communications don’t match, that can be confusing for employees. It can also affect how the company’s integrity is perceived. Any messages sent out should be consistent.
  • Bring the brand to life – with any internal campaign it is important that it creates an emotional connection to the company for employees so that they live that vision and customers experience the company in a way that’s consistent with what you’ve promised
  • Get creative – it might be tempting to use the more obvious initiatives but taking the time and budget to implement something more creative that really engages people can work far more effectively. Check out our campaign for Molson Coors which delivered results and was a finalist entry in the Customer Experience Awards 2017.

If you would like to take your company on a creative adventure and see for yourself the difference that communicating and activating your strategy and values can make, then we would love to help. Whether you need signage, internal magazines, internal campaign activations or simply just help getting started, get in touch on 01202 727070 or send us an email.