Create Brand Awareness

Have You heard about this? That Branding is all about creating an emotional engagement between the consumer and the brand, that the brand must inspire high degrees of confidence, integrity, pride, and passion ?
If this applies to the way we market brands to our customers/consumers, why don’t we use the same approach to market our internal projects by engaging team members and stakeholders with a similar level of passion that lies behind premium brands .It is important to show the soul of real people that make it all happen. This human dimension not only bonds customers with brands but it strenghtens the ties that connect leaders to their followers even when they are working in and for the same company , it raises empathy levels, making them more patient and understanding when things do go wrong.
Can this be an effective strategy ?