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Sammanfattning: The purpose with this paper is to put forward the complexity with employees’ identification with an organizations brand and the organization overall. We wish to examine the effects of internal employer branding, both through mainstream perspectives as well as through normative control. We hope to contribute with empirical support and deepen the knowledge for the impact that the brand has for the employees. In order to fulfil the purpose of this thesis, we have conducted a qualitative case study with semi-structured interviews and observations with an abductive methodology. We have adopted an interpretative and social constructionist approach. The theoretical framework is based on both mainstream approaches towards internal employer branding, as well as critical approaches regarding forms of normative control. Theories regarding identification with a brand and an organization as well as auto-communication have also been lifted. The empirical data has been collected through six semi-structured interviews with employees with different experiences and positions. The object studied in this paper is a small, knowledge intensive firm who works with recruitment and consulting within employer branding. Furthermore, data has been collected from observations during our visit to the company's office and through secondary sources from their website and social media. The conclusions drawn from this study highlights the complexity around internal employer branding. We have seen that employees, through identification and social relations, put their interests behind the organizations, “the company before the self”, but also that employees are shaped so that “the company becomes the self”. This process is done in line with the company’s brand and its values.