USE-CASE
Brand Challenge & Onboarding:
Turn employees into brand fans in 60 days
With the 60-day brand challenge, you anchor brand values in everyday work – playfully, practically, and measurably.
Your employees complete small challenges, quizzes, and surveys, collect points, badges, and levels, and you measure the success through internal branding KPIs such as increased brand engagement and brand knowledge.
What if your employees didn’t just know your brand
– but lived it?
How well do your employees know your brand?
Many companies have clear brand guidelines. Yet the brand is not consistently applied in everyday work.
The result: a brand presence that looks different depending on the team or location, reducing recognition and eroding trust. In the end, brand work loses its impact exactly where it should matter most: in brand perception, brand strength, and ultimately in the purchase decision.
The underestimated problem in brand management
The brand is clearly defined, the strategy is set, yet it is not lived in everyday work.
Studies show: Only a fraction of employees truly know the brand values and can apply them situationally in their daily work. This leads to inconsistent communication, an inconsistent external brand presence, and unused potential for recognition, brand strength, and purchase decisions.
This happens when employees do not know the brand:
✅ Inconsistent brand presence – tone of voice, messaging, and design vary depending on the team and channel: from customer communication to presentations
✅ Missed opportunities in brand enablement – employees cannot actively strengthen the brand because the translation of brand values into concrete behavior and communication examples is missing
✅ Lower identification with the corporate brand – weaker employer branding, less orientation in everyday work, and lower motivation to represent the brand externally
✅ Lack of measurability – no clear internal branding KPIs for brand engagement, brand knowledge, participation, and progress in brand enablement
Studies show: Only 41% of employees know the values of your company.
Before the brand challenge at OTTO Immobilien, this value was even lower and increased to 89% brand engagement after just 60 days.
The good news: Brand knowledge can not only be communicated but also anchored playfully. The brand challenge shows how this can be achieved in just 60 days.
Why a brand challenge?
"In the course of our brand strategy project, we launched a brand challenge together with Brandification that playfully and practically conveys our brand values. What started as a one-time challenge for the entire team has now become a permanent part of our onboarding."
60-Day Brand Challenge & Onboarding
Do you want to turn your existing and new employees into true brand fans?
With the 60-Day Brand Challenge, you can empower your employees to live the brand through challenges, quizzes, and surveys in a playful and practical way. 🚀
Simple. Measurable. Playful.
Individual setup ⚙️
Based on your brand content (CD/CI, purpose, ...), we plan a gamified brand challenge together with you that is individually tailored to your brand. The workspace setup is created in coordination with you according to your objectives, brand content, and relevant KPIs. We make the metrics measurable that you truly need.
Brandification is an AI-supported brand enablement software that translates your brand content into a 60-day brand challenge, including gamification, incentives, and a KPI dashboard.
Gamified content
Employees learn through short, engaging tasks: micro-challenges, quizzes, and surveys – integrated into everyday work. They collect points, earn badges, level up, and are playfully motivated.
Attractive incentive concept 🏆
In the joint setup, we discuss which prizes fit your brand. Not only the top-ranked participants are rewarded, but entire teams can also win exciting prizes. 💪🏼
Our incentive concept includes the individual, team, and organizational level.
Minimal time commitment
Participation is intentionally low-threshold: 2×2 minutes per week – flexible in time and location within the challenge duration (e.g. 60 days).
Playfully turn your employees into brand fans
KPIs for Internal Branding 📊
In our admin dashboard, you receive detailed reporting on all relevant internal branding KPIs – from brand engagement to brand knowledge / brand know-how of your employees. The perfect foundation to manage internal branding in a data-driven way.
The metrics gained from the 60-Day Brand Challenge help you demonstrate the relevance of the brand topic within the company.
Continuous onboarding 🤓
Do you have new employees? Then save 95% of resources in terms of time & costs! Let your new employees go through the 60-Day Brand Challenge as part of the onboarding process at any time. For you, this means no additional setup effort.
Branding is fun 🤩
Our customer KPIs tell us something we have known for a long time: branding is fun! 😌 The playful approach of Brandification increases brand engagement among employees by up to 85%.
Features of the Brand Challenge & Brand Onboarding
- Gamification elements: points and level system, badges, team rankings and leaderboard – for measurable motivation and regular participation
- Content formats: micro-challenges for everyday work, quizzes (including brand knowledge + application), short internal surveys (sentiment + brand understanding)
- Incentives: You decide which rewards are offered. Brandification provides the mechanics behind them (points, rankings / leaderboard) so that your incentives can be seamlessly integrated into the Brand Challenge – on an individual, team, or department level.
- Internal Branding KPI Dashboard: brand engagement, brand knowledge, participation rate, progress per team/location as well as trend and benchmark values
- Integration into onboarding: the Brand Challenge as a repeatable onboarding standard – new employees can start at any time without requiring a new setup
- Brand-based customization: content derived directly from your brand guidelines, CI/CD, core messages, tone of voice and do’s & don’ts – ensuring every task is truly “on brand”
The good news: brand knowledge can not only be communicated – it can also be anchored playfully. The brand challenge shows how this can be achieved in just 60 days.
How OTTO Immobilien achieved 89% Brand Engagement in 60 days
At OTTO Immobilien, the starting point was typical: the brand was clearly defined, the values formulated – yet in everyday work many employees did not know them or did not know how to apply them.
The goal: sustainably anchor brand knowledge and turn employees into active brand ambassadors.
The results at a glance
✅ 89% employee participation in the challenge
✅ +80% increase in brand knowledge
✅ High engagement in internal feedback sessions
✅ Minimal time commitment – 2 minutes per week
Curious? Then download the practical case now and learn in 10 minutes how you can achieve similar results.
Playfully turn your employees into brand fans
FAQ - Frequently asked questions about the Brand Challenge & Brand Onboarding
How does a 60-day brand challenge work in onboarding?
The brand challenge is a clearly structured sequence of engaging challenges, quizzes, surveys, touchpoint uploads and more that are delivered over a period of 60 days. Employees receive a notification, complete the challenge in a short amount of time, and playfully build brand knowledge – from brand values and core messages to brand history, including concrete examples of how these can be applied in everyday work. And importantly, the process is not rigid: you can adjust content and challenges at any time if priorities change or if you want to respond to feedback.
With Brandification, this process is set up once so that after the first run you can permanently integrate it into onboarding: new employees can start at any time and go through the same brand-relevant content.
What are the benefits of gamification in internal branding and why short challenges?
Gamification ensures that employees stay engaged because progress becomes visible and participation feels like a game rather than mandatory training. Points, levels, badges and leaderboards make success tangible and demonstrably increase motivation – through gamification more than 83 percent of employees are more motivated. Microlearning additionally lowers the barrier because the content is intentionally short and easy to integrate into everyday work. Brandification combines both so that brand knowledge is not only consumed but actually retained through regular challenges and impulses.
What quiz and challenge formats can a 60-day brand challenge include?
In the individual setup it is defined together which content formats your 60-day brand challenge should contain and how often they appear, for example quiz questions with answer options and short explanations, swipe quizzes, surveys with a Likert scale, sorting tasks or touchpoint or photo uploads. Based on this, a suitable concept is created that translates your brand values and core messages into concrete, practical examples. The quiz formats are not only “knowledge checks” but help employees truly understand brand values and apply them confidently in their communication and daily work.
How do internal surveys (about brand understanding) help increase brand engagement?
Internal surveys provide quick and very concrete feedback on how well the brand is truly understood within the company. You not only see whether employees generally “understand” the brand, but also which brand values are still too abstract, what teams actually associate with certain values, which formulations stick, and where application in everyday work becomes difficult. Brandification uses these surveys as an integral part of the brand challenge so that brand managers continuously gain a clear picture and can refine brand content accordingly. This sense of co-creation and relevance increases participation and strengthens brand engagement because employees realize that the brand is not only communicated but made tangible together.
How can I measure brand engagement and which internal branding KPIs are useful?
Brand engagement can be measured when you make visible how actively employees engage with the brand and how confidently they apply its content. Useful internal branding KPIs include participation rate (who takes part), progress over the 60 days, brand knowledge (quiz and task results), and qualitative signals from surveys, such as how understandable brand values are or whether employees can confidently apply them in customer situations. Brandification bundles these metrics in a customizable KPI dashboard so that you can compare results by team, location or time period and adjust accordingly. This finally makes internal branding measurable.
How does an incentive system with badges, points and leaderboards work?
Brandification provides the gamification elements: points, badges, levels, rankings and leaderboards. Which incentives exist is decided and provided by your company itself. This keeps the reward system aligned with your corporate culture and motivation arises through clear scoring and visible progress.
How can I standardize brand onboarding without additional effort?
By not treating brand knowledge as a one-time training but as a repeatable standard process. With Brandification, the brand challenge is set up once and can then run continuously as part of onboarding: new employees start at any time, content is prepared, progress is measurable – without having to design new training every time.
Who is the brand challenge particularly suitable for?
For companies that have already defined brand values and guidelines but want to achieve more consistency in brand appearance in everyday work – across teams, locations and channels. The brand challenge is especially effective if you want to scale brand enablement while making brand engagement and brand knowledge measurable.
How quickly can a brand challenge start?
A brand challenge can start quickly once the most important basics are available, such as brand guidelines, brand values, core messages and your CI/CD. During setup it is defined how many challenges, quizzes, surveys or touchpoint uploads will be delivered over the 60 days, on which days notifications are sent and which topics should be covered – for example brand identity, company history or particularly relevant touchpoints. At the same time it is defined which internal branding KPIs you want to measure so that the KPI dashboard fits your goals from the beginning. This ensures not only a fast start but also a clear and repeatable concept for brand onboarding and brand enablement.