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When you sense your organisation is ready to become more aligned and coherent

I coach in organisational oneness, creating coherence by aligning employer and corporate brand, HR and communications into one signal, enabling internal identity and external image to become one resonance. 


Warm welcome to my community! 
Love Malin

 

 

Organisational coaching, online courses and programs in identity, culture and brand alignment 

Work with me

THE PHILOSOPHY

When your identity and image align, your signal becomes coherent and resonates with those who are meant to find you.

When the identity inside a company doesn't match the image it sends out, people feel it — candidates, employees, customers. Something is off, even when no one can quite name it.

An organisation is the sum of the consciousness of its people, where the values and energy of its leaders lay the foundation upon which people, clients and other stakeholders are attracted. And that when identity and image are truly in resonance, the right people and the right customers find their way to the organisation naturally.

This is not a coincidence. It is the result of inner work — of a company becoming self-aware. When leaders and organisations do that work, something shifts. The signal they send out changes. And when that signal is true and consistent, something remarkable happens: sender and receiver begin to vibrate on the same frequency.


From an oneness perspective, we were never meant to work in silos. 

The way I see it, there is a natural sequence to this work. When an organisation aligns its employer and corporate brand, HR and communications, it creates coherence — an internal state where everything moves in the same direction. From that coherence comes a clear and consistent signal. When that signal is true, it creates resonance between the organisation and the people it is meant to reach. And from that resonance grows something deeper: a genuine awareness of who the organisation is, what it stands for, and why that matters. That awareness is what opens the door to higher consciousness — in the business and in the people within it.

When an organisation achieves true coherence — between its identity, its culture, its brand and the consciousness of its people — it doesn't just perform better. A high-consciousness business that doesn't only thrive internally, but raises the energy of everything around it.

This is what I call organisational oneness. It's what happens when a business's separate parts come together as one. Inside and out, through its identity and due to an internal mutual understanding of its purpose and awareness of its own behaviours.

 

Live internally what you promise externally. Always.
That's where it starts, and where everything else follows.

                   

Awareness   →   Coherence   →   Signal →   Resonance   →   Higher consciousness   →   Oneness

 

 

 

HOW WE WORK TOGETHER

Four main ways to work with me

Whether you are looking for personal strategic guidance, a structured learning journey, or a practical first step — there is a way in that fits where you are right now.

Coaching

1:1 COACHING

Personal strategic guidance.

Package of 5 sessions or based on needs. Meetings irl or online, in English or Swedish. 

For HR, EB or Communications leaders who want clarity, direction and empowerment in the identity and brand alignment work. I guide you towards your own insights and the answers you are looking for to create momentum, in your work, organisation or career-wise.

Awareness → Coherence → Signal → Resonance → Higher consciousness → Oneness.

Get in touch

Courses & Programs

THE SIGNAL

The Signal — Basic Employer Branding.

An introduction to employer brand management. 4 hour live online course.

A live online course covering the essentials of employer brand management — what it is, how it works, and how to build a coherent signal from the inside out. For individuals, small teams or crossfunctional teams.

Awareness → Coherence → Signal → Resonance → Higher consciousness → Oneness

Coming soon

Courses & Programs

THE RESONANCE 

The Resonance — Employer and corporate brand integration.

Identity and image work for organisational alignment. 2-day live online programme and automatic membership in monthly group coaching meet-ups.

A deeper programme in employer and corporate brand alignment — with ongoing group access and monthly sessions. For those ready to go all the way towards oneness.

Awareness → Coherence → Signal → Resonance → Higher consciousness → Oneness

Coming soon

Digital tools

Digital tools

Frameworks and guides  — for everyday use in your  HR, EB och Communication work. To be used as own confirmation and empowerment, internal explanation or further implementation.

Available to download immediately.

Standalone resources — strategy frameworks and key concepts — to help you get clarity and take a considered first step on your own terms.

Awareness → Coherence → Signal → Resonance → Higher consciousness → Oneness

Download

#1.

Alignment successfactor 

Make sure that the internal and external communication promises are aligned, authentic and that you have ensured that your employees have understood the messages.

This will build internal trust and engagement and helps you both retain and attract the people you need who match your current or desired culture.

 

Malin Sandell, The Basic Identity 

TRUSTED BY

Experience across industries and organisations

Over twenty years of working with organisations of all sizes — from global industrial groups to communications agencies, from mining and retail to IT and finance. Some of the brands I proudly call my present or former clients are Atlas Copco / H&M Group / Boliden Smelters / Peab Group / ATG / Vattenfall / SAP Sweden / Happi Hacking/ Fortum Power & Heat

H&M Group 

"We onboarded Malin as an interim consultant to our employer branding team to both do some hands on global employer branding projects, but also to infuse the team with new ideas and perspectives from a senior EB specialist. Malin was devoted from the first day and gave her full self to the team and the tasks. She is prestige less and openminded, which made her a natural part of the team directly from the start. Her humble, yet very competent, approach was a key to success when coaching the team members."

Greta Mathiesen
Employer Branding Manager, H&M Group 

PEAB Group

“We have had the privilege of working with Malin Sandell at The Basic Identity when our central employer branding team needed additional support. Malin was during this period responsible for coordinating the organisation's central EB-projects and she worked with various initiatives aimed for different target groups in different types of channels. Malin also had the role as EB-specialist in two strategic forums (recruitment and communication) and was responsible for identifying business needs and coordinate activities within the area of employer branding. Malin immediately became a part of our team and her humble and positive personality became a valued asset in the dialogue with the organisation. Having Malin on board as a qualified specialist in combination with her level of responsibility and engagement was our pleasure.”

Anita Florén
Head of Recruitment & Employer Branding

Happi Hacking 

 

"We have worked together with Malin for a long period regarding our internal and external communication and have also hired her for one of our conferences. It is a true pleasure to work together with Malin! It is so obvious that she has a passion for what she does. That, together with her deep knowledge, broad experience and a very good ability to listen and understand, means that she gave an invaluable contribution to our work. Last but not least, she is great at coming up with good and realistic ideas and suggestions. I can therefore without hesitation recommend her to anyone who is interested in genuine and effective communication, internally as well as externally."

Anna Attefall
Consultant Manager, Happi Hacking AB 

Boliden Smelters

"We worked closely with Malin to conduct an employer brand audit and action plan
for Boliden's Business area Smelters. Malin successfully led parallel projects and interviews in Sweden, Norway, and Finland, and developed an extensive report and plan for our employer brand initiative, which became one of the core communication pillars of our entire company. It was a pleasure to work with Malin. She has the unique ability to transform insights from different areas and units into actionable recommendations and concrete plans, and also has the expertise and skills necessary to lead a complex project and make it understandable."

Marina Nordén
Communications Manager, Boliden Smelters

#2.

Alignment Successfactor 

Internal knowledge and understanding of the employer brand and how it correlates with the corporate brand, increases the possibility for obtaining a strong and competitive overall brand, company culture and identity.

Gain trust among your people with employer brand knowledge, and earn yourself a strong, healthy and sustainable employer brand. Inside and out.

 

Malin Sandell, The Basic Identity 

Earn your trust.

An employer brand and reputation is something you have, whether you want it or not. You communicate through many channels at the same time, of which your employees are an important one. That is one of the reasons many companies have employee engagement as a top priority and an important metric. But to earn engagement, you must first earn the trust of your people. Therefore, it can be argued that trust is the key to a healthy culture and to an authentic and successful employer brand.

#3.

Alignment successfactor 

When you as an employer engage with your people in an authentic and trustworthy way, you gain their trust, earn their engagement, and deserve their natural ambassadorship.

Demonstrate your employer engagement before expecting employee engagement.

 

Malin Sandell, The Basic Identity 


Free guide

Employer Brand Roadmap

& Key Concepts
    

         Learn the strategic steps of
Employer Brand Management and the difference between
an Employer Brand, an EVP and other key concepts.

 

Download the guide

#4.

Alignment successfactor 

Always look boldly into your company culture and identity and base the internal and external communication on your insights.

This will secure always living internally what you promise externally, a key to a sustainable employer brand.

 

Malin Sandell, The Basic Identity 

Organisational coaching, online courses and programs in identity, culture and brand alignment 

Work with me