As services became the core the Brazilian economy, as with other major industrialised countries and organisations are now more transparent because of the grow of internet and social network, internal branding is increasing it’s importance. To build radical differentiation and great customer experience companies need to move quickly, in a unison. That is why it is essential to increase the attention to one of the most valuable intangible assets: employees. They have opinions and emotions and more than never are willing to express and behave accordingly to them. Companies now need to, based in purpose and values, design a culture that support the brand strategy and emotionally connect their employees - the Brand Culture.