Remarkable concepts in internal branding


First of all, ‘autonomy’ means that we can decide on our own within the promised rules of the game, not just do whatever we want.


Commitment is expected, once individual who has get this autonomy plays a role in an organization.


In this sense ‘having expertise’ can be seen as a process of increasing the scope of one’s own choices and adjustments. Building knowledge and skill base on autonomy and commitment and solving problems are usually called ‘professionality’.

Consistency and Repeatability

Autonomy, commitment, and expertise. These three keywords must operate within an organization with ‘consistency’ and ‘repeatability’.


What will happen to the organization that has created their identity?



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Jiyu Han

Jiyu Han

B2B SaaS Product Designer @hyperquery | We’re building a product for data analytics team to innovate data collaboration workflow. (Email: