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Internal
Communications &
Employee Brand Strategy

Employees who understand and believe in your brand will naturally promote it both internally and externally.

At TOTEM, we understand that strong internal communications are the backbone of a thriving business. It’s not just about keeping your team informed—it’s about engaging and inspiring them to embody your brand’s values and vision.

Why Internal Communications Matter

 

Effective internal communications create a unified workforce, where everyone is aligned with the company’s goals and values. This unity fosters a sense of belonging and purpose, driving productivity and satisfaction.

The Power of Employee Brand Strategy

 

Your employees are the living embodiment of your brand. An effective employee brand strategy turns your team into brand ambassadors who passionately advocate for your business. This not only enhances your brand’s reputation but also attracts top talent who want to be part of your story. Ready to transform your internal communications and employee brand strategy? Partner with TOTEM to create a unified, motivated, and brand-aligned workforce.

1

Increased Engagement

Engaged employees are more productive, motivated, and committed to your company’s success.

2

Stronger Brand Advocacy

Employees who understand and believe in your brand will naturally promote it both internally and externally.

3

Improved Retention

A strong internal brand strategy enhances job satisfaction and loyalty, reducing turnover.

4

Attract Top Talent

A compelling employee brand attracts like-minded individuals who are eager to join and contribute to your team.
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Employer branding in action

Trigon Hotels

Trigon Hotels is one of Ireland’s leading independent hotel groups. Their hotels consist of three hotels in Cork – the historic Metropole Hotel, Cork International Hotel and Cork Airport Hotel – offering guests their choice of location in Cork city or Cork airport.

Standing out from the crowd

Trigon Hotels had all the ingredients to be the employer of choice – a values driven company who is already a leader in the space providing clear career progression pathways, an organisation that genuinely cares about its employees and wants them to succeed. They just needed a little help getting the word out.

We knew that to build a stand-out employer brand for Trigon, we needed to spotlight their commitment to their team. From providing a healthy work-life balance with health benefits and wellness events, dedication to accessibility and diversity and commitment to building the leaders of tomorrow through the Aspire Leadership Programme, this people-focused approach was their secret weapon. Trigon’s commitment to offering career progression and development was a key focus as we looked to develop compelling messaging to drive this home.
Picture of Vedat, one of the staff members at Trigon hotels

We value exceptional

This led us to develop the campaign line of #WeValueExceptional, which links back directly to the overall positioning of the group’s total commitment to ‘create exceptional experiences’ for their guests as well as their most important asset, their team.

Building around this, we developed a suite of social and print assets that highlighted the role of 6 key individuals across Trigon Hotels. These assets highlighted the diversity of roles available across every level of the business. It tapped into individual experiences of working in Trigon and was seeded out in 6 short form videos across social channels. The master long form video was narrated by Alex Petit, Trigon’s new Group Executive Chef, who introduced the other team members and their roles. The campaign tied strategically into an upcoming jobs fair that the group was holding to recruit new talent.

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What our clients say

TOTEM energized something in us. Because we know the story we are in. But they helped us open it up. To see larger, broader and to focus on the vision. And it was very interesting for me. They came with a narrative that forced us to really think about it. To get through the story to the vision. Honestly, we could not achieve this without them.

Léone Atayi. CEO, Aton

Working with TOTEM as our branding agency has been refreshing. We found in Colin and his team a shared passion for doing things right and reappraising the status quo, to do the right things. I'm a firm believer in getting the brand strategy right first, investing time at the outset to get the rebranding process right and then trusting the creatives to deliver the outputs based on these vital inputs. This is working for us at Cork Airport. Our business has literally taken off with TOTEM on board to pilot our brand.

Kevin Cullinane. Group Head of Communications, DAA

I would recommend this branding process with Colin and the team at TOTEM, start to finish. In fact, I already have. TOTEM are already hard at work on a brand development project with a CEO who is a former colleague of mine, and he's thanked me for recommending them to him as his branding agency.

Colm Healy. CEO, Corrata

On this brand development journey, TOTEM helped us articulate what it is about us that makes us unique. Why our clients recommend and refer others to us. The brand strategy gave us a level of clarity we didn't have before. And a huge sense of pride as a team, to see ourselves accurately reflected with a new brand positioning, brand identity, and website we can believe in. That's a great feeling.

John O’Connell. Managing Partner

Working with our TOTEM was collaborative from the start. They really took the time to listen and understand Clann — not just our purpose and what we do, but what we mean to people.
The new identity captures that perfectly. It feels warm, grounded and authentic. It resonated strongly with the Clann team and, most importantly, with our residents.

Laura McDonnell. Head of Communication and Policy, Clúid.

From the outset of the project our TOTEM captured the values of the organisation in a way that connects in a direct and deeply meaningful way with our donors, supporters and stakeholders. Their creativity combined with their authenticity made them the ideal partner to communicate The Mercy Foundation’s story and vision for the future. ‘The Mercy’ is an organisation with deep roots in the community, held in great affection and our new website has articulated the humanity at the core of the Foundation whilst also illustrating reassurance and reliability.

Deirdre Finn. Head of Fundraising, The Mercy Foundation.

The brand has created clarity both internally and externally. Our team members have an identity they can rally behind, and partners see us as an independent entity they can trust. What’s most satisfying is seeing how quickly everyone embraced it – proving that when you get the strategy right, people just get it.
This wasn’t about imposing something new – it was about our TOTEM bringing our existing strengths into sharp focus.

Niamh Grier. Commercial Wholesale Director, Media Connect.

As a new part of a really strong brand, any change can pose problems for some, internally. Certain people with long tenure saw it as a fundamental threat to their own identity. But when we showed them the new visual identity, with its clear narrative and messages – the continuity that led back to the parent brand, you could see the cogs turning. They went from silence, to ‘I really like it’ – it became something safe and understandable, where they could see their purpose.

Aidan D’Arcy. CEO, Media Connect.

Working with TOTEM was a genuinely rewarding experience. They understood our brief immediately and delivered a brand identity and website that captured our vision from their very first presentation. The process was collaborative, reassuring and focused throughout a time-critical project. The attention to detail with an added personal touch helped strengthen our partnership. We’re proud of the brand we’ve built together.

Rebecca Quealy. Owner, The Hatmaker Boutique Hotel

We couldn’t recommend TOTEM highly enough. From the outset, we felt that they really supported us through the whole brand development process of defining our who we are and why we do it: they listened to us, reflected back what they were hearing at each stage, and presented us with potential branding solutions to help us clarify our thinking. We were energised by their branding process because it was clear, logical, creative, and relevant to our needs. Within our organisation, we are really pleased with our new brand positioning, identities, and websites. But the feedback from our stakeholders has also been universally positive.

Claire Meaney. Director

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FAQs

Still have questions about internal communications or employee brand strategy?
Our FAQs cover the key points clients ask us about most often – from project scope and channels to messaging, rollout and measuring engagement – so you know exactly how TOTEM can help you build a more connected, brand‑aligned team.

Internal communications are crucial because they ensure that all employees are aligned with the company’s goals, values, and vision. This alignment fosters a sense of unity and purpose, leading to increased productivity, higher job satisfaction, and a more cohesive work environment.

Developing a successful internal communications strategy involves:

  • Engaging Storytelling: Crafting narratives that resonate with your team.
  • Consistent Messaging: Ensuring all communications reflect your brand’s voice.
  • Two-Way Communication: Establishing channels for open dialogue.
  • Empowerment: Involving employees in the brand-building process.
  • Training: Providing programs that reinforce brand values and equip employees to be brand ambassadors.

The effectiveness of internal communications can be measured through employee engagement surveys, feedback mechanisms, and monitoring key performance indicators such as employee productivity, retention rates, and participation in internal initiatives. Regularly assessing these metrics helps to identify areas for improvement and track progress over time.

Employee Branding: Focuses on how employees project the company’s brand externally. The audience is the external public and customers. The objective is to ensure employees act as brand ambassadors and enhance the company’s image.

Employer Branding: Focuses on how the company is viewed as a workplace by potential and current employees. The audience is current employees and potential job candidates. The objective is to attract and retain talent by promoting the company as a great place to work.

Both are crucial for building a strong, positive brand image and a motivated, loyal workforce.

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The bottom line is that we’re all about simplicity, helping our clients to find the clarity they need to take their business where they want it to go. So fill in your contact details below or simply give us a ring and say “hello”. Who knows where it could lead.
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