If your team doesn’t live the brand, your customer certainly won’t. The strongest brand experience starts internally: with formats, rituals and experiences that turn employees into convinced brand ambassadors.
Why this counts now
- Brand is not a logo, claim or campaign – it is what people say about you when you are not in the room.
- According to Gallup, only 16% of employees are emotionally attached to the company. It is precisely this bond that makes brands strong.
So: stop investing only in advertising and recruiting. Build the internal experience first.
Are you asking yourself: How do you do that – and what is internal brand experience anyway? Then you’ve come to the right place.
This blog post is all about the internal brand experience – and why it will be a mandatory discipline of every brand strategy in 2025.
5 tips on how to bring your brand to life internally – here’s how we do it at KESCH
1) Digital onboarding with brand power
Our onboarding is not a bureaucracy, but an experience: the KESCH Onboarding App with training videos, storytelling, gamification and our DNA. Result: Belonging from day 1.
Quick win: Think of onboarding as a mini-campaign – with dramaturgy, tasks and feedback loops.
2) Give your team an identity
We are not “the employees of KESCH”, but THE KESCH PACK. Our office is the territory: Feeding station (canteen), outdoor enclosure (terrace). Language → Rituals → Pride.
Quick win: Introduce team names + internal nomenclature. Identity is experienced, not explained.
3) Communication that connects
Every Friday there is the KESCH Newsflash – a 5-minute video: fast, creative, funny. What is it? A maximum 5-minute video by our CEO Lukas Schütz, which is sent to the entire team – with the news of the week, an outlook on the next one, team news, project news and the team challenge “Tear of the Week” as internal praise.
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Effect: Attention, recognition, identification.
Quick win: Establish a fixed broadcast format (day, length, tonality). Consistency beats perfection.
4) Further training as a brand experience
Thursdays are KESCH Flywheel: 60 minutes of compulsory learning – modern and collaborative. Everyone is a speaker, listener and mentor. Each team member is expected to organize at least one session on a topic that offers added value for everyone. External companies, partners or speakers often take part in these sessions, keeping us up to date with external information and new trends.
Quick win: Rotating host principle + short demos instead of long slides.
5) Team clothing with style & statement
No promo hoodies. Wearable, brand-appropriate piecesthat you like to wear after work. Belonging comes from pride, not from big logos.
Quick win: Capsule collection with a few high-quality items.
Implementation check (to check off):
- ☐ Develop a creative onboarding format
- ☐ Define team name & identity (incl. internal language)
- ☐ Launch regular, short communication format
- ☐ Establish joint learning as a weekly ritual
- ☐ Investing in team gear & interior design – “less is better”
Fancy a real internal brand experience?
Internal brand experience is a mandatory discipline in 2025. Those who take it seriously will save budget in the wrong places – and win in the right one: with the team.
We develop internal brand experience concepts and customized workshopsthat have an immediate impact. Does that sound interesting to you? Then let’s talk about it!