Success is all about values. Steve Jobs said once: “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.” – Steve Jobs And it all starts with internal branding . Internal branding is the active management of the company culture within an organization. The company culture might be where employees become more customer focused and more business focused. Internal branding is an organized, communications and behavior driven process, which leads to a desired brand identity.