Brand building for employee owned businesses

Putting the people at the heart of your business at the heart of your brand

Team meeting of Salad Creative employees

Your brand isn't just a logo that sits at the top of your website.

Your brand is the big picture – every internal and external interaction.

It's your founding story, your EO story, your mission. It's your intent, your values and your behaviours.

The journey through the transition to Employee Ownership, and the stages that follow, represent opportunities to re-evaluate your brand from both an internal and external perspective.

Opportunities to authentically represent the organisation you've become, to sharpen up your messaging and to use Employee Ownership as a tool for doing great business with great people.

How do you communicate your new shape, or the ambitions of your business as you journey through employee ownership?

  • Does your organisation need to demonstrate the changes and opportunities that Employee Ownership brings?
  • Can you communicate what makes your brand and culture unique, or your vision and mission?
  • What do your values say about how you work as a team, and as a business?
  • Do you have a compelling customer-oriented story to tell?
  • Does everyone in your organisation know how to tell that story with clarity and consistency?
A member of the Enginuity team standing in a warehouse
Jigsaw members of staff chatting by a desk
Back of Salad Creative staff member working at a desk

Every Employee Ownership journey is different but, typically, we work to help business overcome these three challenges:



How will you communicate your intention or commitment to Employee Ownership?

We can help to structure the right messages for both internal and external communication.



How will you engage and empower your people?

We can help to align your teams around company culture, vision, values and intent, whilst encouraging the adoption of an ownership mindset.



How will you ensure your brand works in sync with your culture?

We can help you to craft the right narrative and value proposition, ensuring your brand works hard for your organisation.

Passenger staff meeting
Sketch of a relay baton being passed


When you need to communicate your adoption of employee-ownership – generating the right message for both internal and external communication.

Why you’ve done it, why it matters, what it means for you, your teams, your partners and your customers. You’ll need to structure these communications carefully, ensuring that you get the early adopters onside.

Depending on the structure of your employee-owned business, we’ll run a workshop with a combination of owners, operational board, trust board or other leadership to determine what the message needs to be, and the right way to put the message out.

We’ll craft the required messages around the transition and work either with your internal PR teams or an external PR agency to get that message out.

Communicate your transition
profile shot of a female member of staff from Ellis Jones Solicitors
Sketch of four hands on top of each other


When you need to align and empower your people – encouraging them to adopt a position of ownership and show why they should care.

We can help to align your teams around your culture, reaffirming or rebuilding, dependent on your need. We can help you to celebrate and communicate that culture by working with leaders and teams to extract the ingredients unique to your organisation.

We’ll run workshops with leadership, and wider stakeholders from the team where we’ll interrogate your vision, mission and values to ensure they fit your new shape. We run an intrinsically inclusive process, improving buy-in across the business, by working with larger stakeholder groups.

We can help you unite your teams, craft better employee value propositions and internal communications, and adapt existing messaging about you for use across branded touch points.

Align & empower your team
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Sketch of a person connecting two cables above his head creating a spark


When you need your brand to represent your people focussed business – leveraging your embedded employee ownership and getting your brand to work in sync with your culture.

We’ll run strategic narrative workshops with your leadership to craft a customer-centric story around your offer. Designed to help you attract both the right customers and the right teams, this narrative will help you to sharpen up your elevator pitch, reaffirm or shift your positioning and value proposition.

These outputs will become a central point from which all your external messaging arises, ensuring that every part of your organisation is primed to communicate everything about you with clarity and consistency.

Accelerate your EO brand


“Salad expertly guided us through the process of redefining the Passenger brand, testing our assumptions, questioning our brand story and exploring the essence of what makes us unique.

It was important for us, as a growing business with a mix of founding members, longstanding teammates and new joiners, to include everyone in the process of defining what Passenger stands for today.”

Tom Quay Founder & CEO, Passenger Transport Group

Aligning internal culture and shared ownership to reveal a brand advocating for sustainable, shared transport

Brand StrategyCreativeDigital

Are you ready to put the people at the heart of your business at the heart of your brand?

Thank you for getting in touch. We will get back to you as soon as possible.

Revealing, reimagining & revitalising brands

Salad has a long and fruitful history of working in partnership with a diverse range of businesses, helping them align business & brand to create clarity and consistency through collaboration.

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