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BRAND ENGAGEMENT | Beyond Internal Branding | Part Five

BRAND ENGAGEMENT | Beyond Internal Branding | Part Five

IT’S NECESSARY TO STEER DIALOGUE ABOUT THE BRAND

Against this backdrop it is important that companies do not become bogged down in information and brand guidelines. Although these are both significant and worthwhile tasks, companies must go a step further. What is needed is an ongoing internal discussion about the values and requirements of the brand. This kind of brand dialogue should be a standard management task. Ultimately it is the responsibility of the company’s leaders to determine the identity and values of the brand. While this discussion can also lead some employees to leave the company because they are not able or willing to identify with the brand, in the final analysis that’s probably best for both parties, despite how cynical this might sound.

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