The emerging area of internal branding presents a significant opportunity for progressive Canadian associations as a tool to motivate and maintain volunteer loyalty and customer promise development. Internal branding also facilitates more consistent delivery that will translate into a unified mission for volunteers. In effect, the brand becomes the purpose, the passion, and the inspiration for the organization. Given its newness, studies have shown that internal branding is relatively inconsistent across participating organizations. This session will review the process, initiation and implementation of an internal branding strategy. Audience feedback and experiences will be encouraged to enhance the discussion.