Many companies do not understand the benefit of a single company brand message. Instead they feed their perceived need to be many things to many different constituencies. This is a huge problem for organizations because it's not only impossible to be all things to all people, but crucial to own and communicate a clear, simple and unfettered brand identity.
One of the most difficult problems with internal branding can be the aligning of consumer-driven brand positioning with employee perceptions about their company and brands. While the brand and its products may be highly valued by employees, the company itself may not be well regarded. Employees might feel that the company does not deliver against the brand benefits the organization extolls. All of the best internal branding program development in the world will not be effective under circumstances where employees have collectively internalized negative company perceptions.