of consumers around the world trust traditional paid advertising.


of consumers trust earned promotions such as word-of-mouth recommendations from friends or impartial reviews.

In a saturated market in which those at the face of our organization are the key differentiator to set us apart from competitors, engaging and aligning our employees to the company brand may be the single greatest priority to ensure business success.

Yet despite its indisputable value, many organizations have yet to extend the same investment into their internal branding.

So, let’s talk Internal Branding and show some of our cases!

What exactly is Internal Brand strategy?

Internal branding is a corporate philosophy that focuses on bringing the company’s core culture, identity and premise to its employees as well as its consumers, and usually looks to make workers at all levels “ambassadors” or true representatives of the company and its values.

How do you go about creating and embedding an internal brand that will transform workers into true brand ambassadors who contribute to the success of your business?

Luckily, we provide you with the AFOS Crash Course in Internal Branding. We are also here to help with creating that unique, informal and emotional content which defines your direction.

Step 1: DEFINE

Define your values and mission

Without a defined direction, your business will lack an identity or purpose with which your employees can identify. Defining your mission as an organization and stating those philosophies or principles that make you, “YOU” will communicate to your employees exactly what is important. Companies with a higher sense of purpose outperform others by as much as 400%.

Having a mission and values gives your employees a sense of purpose to their role, taking the mindset from “I’m doing a job to earn my wage” to “I’m contributing to something bigger”.

Step 2: ENGAGE

Engage your people

Your internal brand is about your people, defined by your people and driven by your people. So get them involved.

Start by obtaining feedback from your employees on their perception of your brand and get their input in defining and shaping it. Using employee surveys, focus groups, open discussion forums and Q & A sessions, you can provide employees with a sense of ownership that will increase engagement and receptiveness to the concept.


Give your internal brand an identity – and align it with the external

Your external brand is defined; it will typically have its own logo, font, set colors, perhaps a determined tone of voice, its own taglines, key statements, look and feel. Why shouldn’t your internal brand have the same? A memorable identity will help your internal brand stick and translate that ‘meaning’ into the everyday roles of your employees.


Communicate your internal brand strategy and embed it

Make your internal brand something people talk about. Make it easily defined and communicated and ensure it resonates. The best way to do this is by creating an emotional connection between employees and the brand.

Use a multi-pronged approach to introduce and explain the messages and then reinforce by applying your internal branding to every internal touchpoint. Remember that this process is about inspiring, motivating and persuading your employees, not simply informing

Step 5: REWARD

Recognize, reward and incentivize

Got an employee, or several, who have demonstrated a true ‘living the brand’ approach to their work? Recognize their efforts and shout about it – use internal communication channels to share the story and demonstrate how your brand translates into the day-to-day roles of the people.

A rewarding investment

Building and embedding an internal brand strategy takes time and investment. However, the rewards can be extensive. Engaged employee brand ambassadors contribute to tangible returns for your business, including:

  • ADVOCACY: 78% of engaged employees would recommend their company’s products and services
  • RETENTION: Highly engaged organisations can reduce staff turnover by as much as 87%
  • CUSTOMER SERVICE: 70% of engaged employees say they have a good understanding of how to meet customer needs
  • REVENUE AND RETURN: During a study, companies with highly engaged employees improved operating income by 19.2% over a 12 month period, according to The ISR Employee Engagement Report.

Case study:


We wanted to tell a story about an overall amazing and creative change going on in the world and how it was connected to IKEA. We didn’t want to force anything upon the viewer, but still our aim was to be direct, sincere and pragmatic.

We set up intimite interviews with young entrepreneurs, IKEA spokespersons and enthusiastic customers and showcased it in a informative and inspiring way.

A snippet from our IKEA Internal Brand production.

Film + Graphics

We created a behind the scenes setting where we see parts of the set with lamps, dolly tracks and different backdrops as they appear in front of us. The people, the products and the backdrops set the tone and colour palette. The visual parts projected on the walls and backdrop have a playful expression, utilizing colours and an urban tone. All this creates a visual tapestry of warmth and urban rawness.

We started out by filming all the settings and interviews before adding 3D graphics including illustrations and text. 

IKEA Spokesperson:
”The world is getting smaller and clearly more connected. We like to offer all our stores the same possibilities, from our blue boxes to our new city stores. This is not a stand alone project but a togetherness project. You start and we support. It’s a total value chain activity aiming to develop the business.”

Young entrepreneur:
”You know, it’s a different mindset today. The expectations are totally different. People are creative individuals. We create podcasts, blogposts, YouTube-video’s, Instagram-Post’s, twitter-tweet’s,  snapchat’s, flicker’s, and tumbler’s. I mean we are all in a constant seeking for creative expressions.”

IKEA Spokesperson:
”We had to face the reality and that the market is changing, people are changing. How can we stay relevant in this very rapidly changing world? And how can we do that without compromising on what we already have?”

IKEA Customer:
”I have bought a lot of my furniture at IKEA before. I prefer my style to be personalized, you know like an extension of myself. To me it’s all about unique details. A home is a way for us to express ourselves. In our homes we manifest WHO we are and WHAT we believe in.”

Success in business is all about people, people, people. Whatever industry a company is in, its employees are its biggest competitive advantage. As Virgin Pulse CEO Chris Boyce said recently, “They’re the ones making the magic happen – so long as their needs are being met.”

Sir Richard Branson

Film + 3D, Animations

With the newest technology we combine film with 3D and 2D animations, motion graphics and visualizations.






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We work with clients from all segments such as automobile, sports, fashion, healthcare, interior, food, travel and more.

We are a high-end production company based in Sweden, producing moving content such as commercials, brand films and feature films. We Express, Emote , Connect and Convey ideas and stories with targeted audiences. We deliver nothing else than bespoke premium quality productions with a personal touch.

AFOS consists of a proud team of directors, producers, creatives, coordinators and other skilled crew members. All working towards the same goals:
Premium. Trustworthy. Personal.


Isolatorvägen 11
291 62 Kristianstad


Drottningtorget 2b
212 11 Malmoe


info (at) attractionfilm.com


We Offer
We Are
AFOS Studio
Internal Branding
Case Study
Behind the Scenes


Head of Productions
Pana Mogren

pana (at) attractionfilm.com
+46 (0) 737-633 550

Director / Cinematographer
Andreas Troedsson

andreas (at) attractionfilm.com
+46 (0) 768-50 52 05

Art Director
Fredrik Stiber

fredrik (at) attractionfilm.com
+46 (0) 709-94 49 45

Project Manager
Amanda Sörensen

amanda (at) attractionfilm.com
+46 (0) 735-44 56 22

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