The focus of this study is on public branding and the core dilemmas in the change processes of three case organisations in public healthcare. A novel contribution to existing research is the combining of branding and dilemma theory in the data analysis. The results suggest that becoming a municipal enterprise encourages organisations to focus on external branding, and that economic efficiency is an integral motive and outcome of the process. At the same time, employees have concerns about the effect of this process on customer care and subsequently on their wellbeing at work. Hence several potential dilemmas arise concerning the brand promise, customer expectations, economic and efficiency gains and the professional values of employees. Nevertheless, internal branding may enhance legitimacy, successful organisational change, high-quality customer service and the wellbeing of staff.