Employees are the ones who deliver the brand promise and experiences to the external stakeholders, i.e. customers. Whether or not the customers will have a favorable brand experience or not depends much on the way the employees deliver the brand value and promises. One of the ways the organization can achieve this is by aligning its external branding strategy with the internal one. In this paper, we discuss the role of human resource management (HRM) practices in the development, promotion, and enhancement of internal branding initiatives in the organization. Through hiring practices, training and development, performance appraisal, compensation, and internal communication and feedback, employees will be able to internalize, embrace, and deliver the brand value and promises to the external customers. In this sense, the HRM practices can be seen as an enabler for the employees to live the brand and become the brand. Living the brand is reflected in their personal values and brandrelated attitudes and behavior. In essence, when it comes to branding strategy execution, the HR department needs to participate actively in the process.