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BRAND ENGAGEMENT | Beyond Internal Branding | Part Seven

BRAND ENGAGEMENT | Beyond Internal Branding | Part Seven

BRAND ENGAGEMENT PAYS OFF—FOR BOTH SIDES

In an era when people are increasingly searching for orientation and meaning, brands become even more significant by offering employees something with which to identify. But employees must be free to decide this for themselves, as individuals. They will only choose to do so if the brand demonstrates that it is capable of creating added value for each individual employee. This will be an important management task in the years to come. More than ever, companies need employees who not only competently represent the brand in their dealings with the outside world, but also show their enthusiasm by remaining loyal to the brand over the long-term.

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