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September 3, 2018

BRAND ENGAGEMENT: Beyond Internal Branding | Part One

Brands create value. This fact is now general knowledge among decision makers in companies and organizations. Whereas brands originally served as an indication of the origin and quality of an offering, they now generate added emotional and social value for customers. Strong brands are not only socially relevant, they actually offer meaning to many people’s lives.

When you think about how meaningful brands have become to people, it makes sense to consider not only products and advertising, but also the people who make and advertise the products. After all, if a brand does not mean anything to the brand’s employees, then the employees will have trouble translating the brand’s emotional and social value to the customer. This is especially true of service brands, the value of which often becomes tangible through human interaction. Consider brands like American Airlines, FedEx, and Starbucks, for example.

In light of this, it is important for companies to examine the behavior, attitudes, and values of their employees from the perspective of branding. That’s why many companies have carried out “internal branding” programs in the past few years.