The recently-concluded MTC Branding and Marketing Indaba left me feeling both inspired and deeply reflective. One powerful takeaway from the event was a statement by Nyasha Karadzandima of Bank Windhoek: “Brand love starts in the building.” 

This struck me profoundly, reinforcing an often-overlooked truth: successful branding begins within the organisation itself before it can be authentically projected outwards.

In many businesses, branding is primarily seen as an external function, often associated with marketing campaigns, public relations and customer engagement. At its core, however, branding is the identity and personality of an organisation. It reflects how a company presents itself, what it stands for, how it communicates, and the emotions it evokes. It is not just a logo or a colour scheme, but the overall perception people hold of the organisation. That perception begins from within; you cannot sell or promote what your team does not truly understand or believe in.

Building a brand is not the responsibility of a select few. It is a collective effort, and not just the task of the marketing department or the executive team. Every single person within the organisation, from the cleaner and driver to the office assistant, department heads and CEO, plays a role in shaping and defining the brand.

When employees feel informed, valued and aligned with the brand’s mission, they become true ambassadors of the organisation. Their commitment leads to a more cohesive and motivated team, ultimately resulting in more consistent and genuine interactions with customers.

Branding is, in essence, a reflection of an organisation’s culture. It is not simply about logos or catchy slogans; it is about the way a company operates internally, how its employees are treated, and how they embody the organisation’s values. Clients and customers are perceptive; they can tell when a company’s staff are genuinely engaged and passionate about what they offer.

An internal culture that prioritises inclusivity, collaboration and shared purpose not only enhances employee morale, but also strengthens the brand’s authenticity. Employees who understand their individual contributions to the broader mission are more likely to engage meaningfully with clients, and help solve real problems.

Internal branding also encourages employees to align their personal brand with the organisation’s identity. When staff connect with the organisation’s values, they often begin to embody those ideals in their own professional conduct, both inside and outside the workplace. This personal alignment ensures consistency and strengthens the overall brand image.

Furthermore, as employees become brand ambassadors, they uplift the organisation by naturally promoting it in their professional and social circles. Their genuine belief in the company helps to build trust with customers, as the brand becomes not just a product or service, but a reflection of the people behind it.

Branding should not be confined to the marketing department; it should be ingrained across every level of the organisation. From employee inductions and daily communications to leadership visibility, every interaction is an opportunity to reinforce the brand’s essence.

When employees feel valued and included in the brand story, they are more likely to feel a sense of ownership and pride. This sense of belonging translates into stronger employee engagement and, ultimately, customer loyalty.

Brand love truly begins within the organisation. When nurtured from the inside, it radiates outwards, creating a brand that is not only visible, but deeply felt by those who encounter it.

* Victoria K. Shikongo is a marketing graduate with over a decade of experience in the media industry, specialising in integrated marketing and stakeholder engagement. She writes in her personal capacity.