Internal Branding in Change Management Projects

What is a Internal Branding in Change Management?

Internal branding in change management refers to the branding of a project or initiative. Internal brands follow company brand guidelines and support the company brand. Project branding creates a unique identity to drive communication and engagement. The brand is used in all project-related materials, from deliverables to communication. It has a defined lifespan that ends when a project is change management

When to define Internal Branding?

Internal branding is developed as part of the communication plan in the project setup phase. It is crucial to create an identity from the start of a project. This ensures that employees relate to the brand identity from the start. The outcome includes a brand book with a logo and imagery with taglines or slogans. The brand is used in all verbal and written communication.

what are the benefits of Internal Branding?

Internal branding helps to create excitement around a change management project. It creates a separate identity from normal operations. It enforces the temporary nature of the project. Internal branding is more lenient in its application compared to formal company brands. A project brand can be creative and playful, opening opportunities for creative communication.

where we used Internal Branding ?


  • Walmart
  • Massmart
  • British American Tobacco
  • Vodacom
  • Petronas
  • Engen Petroleum
  • Islamic Development Bank
  • City of Cape Town
  • Sanlam
  • Santam
  • Accenture
  • SAP
Internal Branding in Change Management

industries include:

  • Retail and wholesale
  • Oil and gas
  • Resources and mining
  • Telecommunications
  • Financial services
  • Government
  • Manufacturing

verticals include:

  • Supply chain
  • Technology
  • Human Resources
  • eCommerce
  • Data and analytics
  • Marketing
  • Corporate communication
  • Corporate strategy
  • Mergers and acquisitions Supply chain
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