Real growth starts with real people: How to build a brand from the inside out

Real growth starts with real people.  

That was the underlying theme at our annual Comprend day held in Stockholm at the end of last month. It was a timely reminder that although we live in a world where data and technology are reshaping everything, and growth is often measured in numbers – the true, lasting drivers of brand growth are people.  

The brands that truly thrive aren’t just expanding; they’re earning something far more enduring – trust. And that trust doesn’t start with external campaigns or clever marketing; it starts from within. 

In this edition of Thoughts on Tap, Comprend’s monthly LinkedIn newsletter, Senior consultant Rachael Stackhouse explores how the most resilient and admired brands are those that grow from the inside out – and why employee involvement is not just a ‘nice to have’ in times of change – it’s the foundation for brand credibility, cultural alignment, and long-term growth. 

Why start from the inside?  

Rebranding or launching a new strategy is often seen as a turning point – a chance to reset, reposition, and re-engage the world. But too often, these transformations are built from the outside in. Leadership signs off on a new vision. Agencies craft the messaging. Visuals are overhauled. And then, once it's finalised, employees are informed. 

The result? A polished story that fails to resonate. A brand promise that misaligns with internal reality. A missed opportunity to build trust and momentum where it matters most – from within. 

Strategy is stronger when everyone owns it 

When employees are included early in shaping or stress-testing strategy, they don’t just adopt it, they champion it. At Comprend, we often say that communications can’t fix a strategy that people don’t believe in. But communications can amplify a strategy people helped shape. 

That means: 

• Inviting honest employee feedback during brand or strategic development. 
• Involving cross-functional voices in articulating purpose and values. 
• Piloting internal messaging before it goes external. 
• Equipping managers to translate strategy into meaningful, local action. 

The inside-out approach in action 

Rebrands often talk about authenticity, but nothing is more authentic than hearing from the people behind the brand. When employees are invited to co-create, the result doesn’t just look different – it feels different. 

One of our clients, Redevco – a pan-European real estate company – recently updated their brand to reflect a broader transformation and align with a refreshed positioning, vision, and mission. While they actively involved employees throughout the journey, one moment in particular stood out: at their employee event, staff were invited to vote between two final logo designs, after they were presented the full new visual identity and its rationale It was a simple gesture, but a significant one, and the impact was immediate. Employees felt heard, energised, and proud to stand behind the new brand. 

Involving people in brand and strategy work doesn’t slow things down. It strengthens alignment, builds trust, and leads to better outcomes – externally and internally. 

From alignment to advocacy 

When people are part of the process, they’re far more likely to believe in the outcome. Employees who feel genuinely included and valued become active champions of the brand. They bring it into team meetings, client conversations, and day-to-day decision-making – not because they’ve been told to, but because they want to. 

That’s the real power of an inside-out approach: it transforms strategy from something announced to something lived and experienced in the day-to-day workings of the organisation. 

People-led communications drive credibility 

It’s no surprise, then, that the most credible brand stories often come from the people closest to the work. Not just executives or agencies, but frontline teams, product creators, and long-time employees – real voices sharing real experiences. 

We see this reflected in everything from employee advocacy programmes to leadership transparency on social media. When brands empower people to speak authentically and represent the organisation in their own words, the message lands differently. It feels human. It feels trustworthy. And it connects. 

At Comprend day, we were reminded of something simple, but profound: the brands that will stand out aren’t the loudest – they’re the most genuine.  

So if your brand is evolving, if your strategy is shifting, or if your organisation is heading somewhere new – bring your people with you. Not just at the finish line, but from the very first step. Because real growth starts with them. And the brands that understand this aren’t just growing. They’re thriving.