Terri Radcliff, the YMCA‘s VP of Talent & Knowledge Management, discusses how her federated organization built an internal leadership culture that is on par with corporations. Creating a strong brand does not just mean marketing assets, signage, or value propositions, it also means unifying language for internal processes. Ultimately, when the company’s attitude is built on a solid foundation, its message spreads out externally, to one’s customers, and can have profoundly positive impacts on their experience with the business.

Branded HR is not an new concept, and the resurgence of “internal marketing” is a testament to the importance of having a strong, repeatable, and easily understood company culture.

How does your product offering or service compare? Does the internal attitude of your company funnel through these offerings, reaching out to your potential customers through marketing? If not, what kind of improvements could you make to better translate your unique culture?

Sage Advice creates micro-learning lessons for leadership development and employee training through inspiring video tips and engaging interviews.