Nedeski& | internal branding, reputation & change managementMore and more companies are becoming aware of the fact that their reputation, rather than just their brand, should be the centerpoint of their attention. Company and product, organisation and service are one and the same, consumers and (potential) employees expect that. Reputation is core.The most important actors in shaping the reputation of a company are the employees. If they don't believe in and support the goals, the principles and the products of the company, it will never have a credible performance. The employees are the heart and the identity of the company. The challenge is to connect the inner with the outer world of a company; the values and ambition of the employees with the promise to clients and stakeholders. That's how you build a strong and credible reputation. Employees are core.But as we all know, the reality is obstinate and there's no getting away from the facts. Internal branding can help us out here. The tactics and technics of internal branding can be applied in many situations, such as mergers and complex and radical change processes. Next to that, Communication, Marketing and HR staff have to bundle and connect their strengths in order to achieve the best result. Reality is core.My work is about connecting. One person & the other. Think & act. Outside & inside. Communications & marketing & HR. Reputation & identity. Management & employees. Expectations & reality. Connecting is core.Nedeski &I am a highly experienced communication consultant and manager. In the past 25 years I worked in various companies, profit and non profit, and was responsible for many change programs and the launch of brands, and helped Boards achieving their goals. My fields are branding & identity, internal branding, internal communications, (interim)management, change processes, and coaching. I also share my knowledge and experience in other ways, such as lectures, seminars and congresses.