But there are many other must-dos related to internal alignment.

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In my experience, such internal and external brand alignment is a rare and precious find.

FORBES: Good Design Is Good Business. Just Ask Morningstar.

What makes a brand strong though is the close alignment between internal brand identity and external brand image, what we call brand Integrity.

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The benefits of internal social initiatives, on the other hand, are productivity, greater employee engagement, and greater alignment of individual objectives within those of the organization.

FORBES: The Social Business Imperative