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A guide to connecting your people, culture and performance.

Your brand doesn’t live in your logo. It lives in your people.

Every day, colleagues experience your organisation from the inside out through the messages they hear, the behaviours they see and the stories they share. When internal communication is clear and consistent, culture strengthens, alignment improves and performance follows. When it’s fragmented or reactive, even the strongest external campaigns can lose momentum.

This practical guide explores how to connect your people, culture and performance by building a stronger internal brand. From leadership visibility and manager communication to smarter use of channels and a simple planning model, it’s designed to help you move from noise to clarity.

Whether you work in Marketing, HR, Internal Communications or lead a multi-site organisation, you’ll find practical insight to help you create a more joined-up internal experience.

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Before you read our guide, consider this.

Leaders and communicators often know their internal comms could be stronger, but they’re not always sure what “good” really looks like. These are some of the questions we hear from teams trying to create clarity, consistency and culture across complex organisations.

We send plenty of internal updates. Why does it still feel like people don't get what we're trying to do?

Volume isn’t the same as clarity. Many organisations communicate frequently but still struggle to connect day-to-day messages to a clear, consistent story. In the guide, we explore how to step back from individual updates and shape a more joined-up internal narrative that people can understand and remember.

How do we make sure leaders, managers and teams are all telling the same story?

Misalignment often isn’t deliberate. It usually happens when communication is rushed, fragmented or left open to interpretation. The guide looks at practical ways to strengthen alignment across different levels of the organisation, so your core message stays intact while still allowing for local context.

Our managers are expected to ‘cascade’ information. How do we support them better?

Line managers play a crucial role in shaping how messages are understood, but they’re often under pressure and short on time. Inside the guide, we explore how to equip managers with clearer structure and confidence, so communication becomes part of leadership rather than an afterthought.

We operate across multiple sites and teams. How do we stay consistent without being rigid?

Balancing central direction with local delivery is one of the biggest internal comms challenges. This guide outlines how to create a stronger internal brand that feels joined-up across locations, while still giving teams the flexibility they need on the ground.

How do we move beyond announcements and actually influence culture?

Announcements can inform, but they don’t automatically change behaviour or belief. In the guide, we share a simple way to think about internal communication as a journey, helping you plan messages that not only explain what’s happening, but also encourage understanding and engagement over time.