By Steve “The Doctor” Meek | Talk To Th3 Doc Podcast | Fulcrum Group
Podcast Doc-umentary
In Episode 113 of Talk To Th3 Doc, I sat down with Andy Roller, Founder of Expio Digital Marketing, to talk about marketing, leadership, and identity. While Andy’s world is marketing strategy, what really stood out to me was how much of our conversation also applied inside the walls of a business — not just outside to clients.
Post COVID in a hybrid workforce world, it feels like organizations are constantly challenged to maintain engagement with its team members. Identity isn’t just about what you sell. It’s about who you are, how your team experiences the culture every day, and how your values shape performance. The employee experience.
The Case for Internal Branding
When Andy said, “Identity is wrapped up in the business,” it hit me like my coach’s whistle at practice. Too often, leaders focus all their branding energy outward — logos, ads, websites, campaigns — and forget that their first audience is their own superstar team.
If your team members can’t clearly say what your company stands for, how can you expect customers to believe it? Or should I say, if your team members can’t FEEL what your company stands for?
Internal branding — the way you reinforce your values and culture daily — is what builds resilient organizations. It’s not glamorous, but it’s powerful.
Three Lessons for Leaders
- Consistency Beats Urgency
Andy’s bold statement, “No ASAP. ASAP is poison for cultures,” is one every leader should tape above their desk. A constant sense of urgency may feel productive, but it creates chaos and burnout.
Consistency, not speed, is what builds trust. Teams thrive when expectations are steady, priorities are clear, and values don’t change week to week. I love Jim Collin’s 20 Mile March story that explains it better than I could.
- Core Values Drive Performance
Your mission statement may live on the website, but your values live in every decision. Leaders who reinforce values in small, daily actions create alignment and accountability.
Want better service for customers? Start with how you treat each other internally. A culture of listening, ownership, and respect will flow outward to clients and partners. Live your core values by mentioning in huddles, possibly doing reviews or 1on1s around them and catching people doing them the right way.
- Identity Creates Clarity
High-performing organizations know who they are. They aren’t chasing the trend of the week. They filter opportunities, hires, and even client choices through their identity. It may start at the top, but should factor in the entire team being on the same page as a founder, leader or executive.
That clarity reduces noise. It makes decision-making easier. And it frees people to focus on what really matters. And, it should be so strong that it attracts similar people or possibly even repel those that do not match, making hiring easier.
A Practical Playbook
Here are a few ways to apply this to your own organization:
- Define “better.” Don’t just say “improve communication.” Write down what success looks like.
- Reinforce daily. Tie decisions and recognition back to your values.
- Measure what matters. Track not just financials, but engagement, retention, and trust.
- Avoid “random acts.” Improvements should align with your vision and strategy, not just the problem of the day.
This mirrors what ITIL v4 calls the Continuous Improvement Model — a seven-step loop that starts with vision, takes stock of the current state, defines the target, acts incrementally, and measures along the way. The point: improvement is a cycle, not a one-off.
A Word From Fulcrum
At Fulcrum, we’ve seen this play out in our own culture. Our six core values — like “Take Personal Ownership” and “Work as a Team” — aren’t just words. They shape how we show up for each other and for our clients.
Do we always get it perfect? Of course not. But by measuring, reinforcing, and practicing consistency, we build an internal brand that makes the external one believable.
That’s why our SPOT Managed IT Services resonate with so many SMBs in DFW — it’s not just about tech. It’s about trust, relationships, and identity.
Final Reflection
I once heard a coach say, “Don’t practice until you get it right. Practice until you can’t get it wrong.” That’s what internal branding and culture really are — repetition until it becomes instinct. Puttin in the time and training to discipline.
Your team is your first audience. Brand yourself well with them, and the rest will follow.
Call to Action
You can catch the full conversation with Andy Roller on Episode 113 of Talk To Th3 Doc:
📺 Watch on YouTube: https://youtu.be/3oZAmIL519E
🎧 Listen on your favorite platform: https://pod.link/1807560282
And if you’d like to talk about how to build clarity into your IT strategy while reinforcing your culture, let’s connect on my podcast: Fulcrum Group Podcast Page
