When a new employee joins the team, most companies use onboarding. In this context, great emphasis is placed on getting to know the company processes as well as the colleagues, i.e. what, how and with whom to do. However, they very rarely discuss why the company does exactly what it does. What values do they believe in the organization, how do they serve their customers and partners, and create a better world. Brandboarding makes up for this: “brand travel” aligns the values that are important for the company and the new entrant, so that the new employee can represent the company as authentically as possible.