Brand translation is comprised of two phases - Internal Brand Translation and External Brand Translation. If done well, the brand translation should ensure consistent communication at all points of brand contact.

Internal Brand Translation is focused on launching the brand into the organization. The new brand must be understood, espoused and reflected by the organization in order for the brand to be successfully launched into the external world.

Internal Brand Translation ensures that the brand is manifested throughout all of the areas of an organization, regardless of whether marketing, operational or accounting personnel are acting as corporate "brand stewards." This phase involves identifying activities and initiatives that are necessary for the organization to "act the brand."