Some brands have soul. Some don't.

Those that do, are driven from the inside out. But what does inside-out branding look like?

You brand your culture. When it comes to listing your brand assets, most companies focus on external design elements: your logo, typography, color palette and imagery. But perhaps the most under-reported, and under-leveraged, brand asset is your company culture. This starts with your values. Companies that don’t understand the value of a branded culture tend to have values that are tablestakes to any corporate citizenship: innovation, integrity, ethical. But those that do create branded values that differentiate them from the marketplace and serve as the foundation for the promise they make to customers. Think of Southwest – their values Warrior Spirit, Fun Luvin’ Attitude and Servants Heart – are the drivers behind the unique experience you have when you fly on the airline.

You hire your customers. I once had a client that had identified a new target segment: customers who took risks and challenged the status quo were underserved in their industry. My client quickly decided that they could gain market share by targeting their brand to this audience. The challenge: no one at the company embodied a risk-taking or challenger spirit. It’s hard – and nearly impossible - to deliver on a promise if you don’t share a like-mindedness with your customers. Make sure that you hire the customers that you want to attract. They can serve as a source of inspiration and empathy to your experience.

You inspire from within first. Brand building should begin with your employees. Your brand should serve as a lens for not only how you communicate with the outside world but also how you inspire, recognize and reward your employees. A strong engagement plan will not only inspire employees but also empower them to deliver on your brand experience.

Focusing on the inside of your organization will lead to a stronger brand manifested on the outside. How strong is your culture? And how well does it come to life? Conduct a brand health assessment to find out.