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BRAND ENGAGEMENT | Beyond Internal Branding | Part Six

BRAND ENGAGEMENT | Beyond Internal Branding | Part Six

BRAND ENGAGEMENT IS A CONTINUOUS TASK

Brand engagement requires organizational change—and it takes time. Consequently, it must be clear to management that a short-term initiative cannot produce long-term results. What’s needed are sustainable measures that align company structures and processes with the brand, thereby shaping the everyday tasks of the company’s employees. In particular, suitable measures include:

  • Regular performance reviews from the brand perspective
  • The implementation of brand-driven incentive and bonus systems
  • Anchoring the brand in recruiting and on-boarding processes, as well as in management grooming programs
  • The introduction of brand filters (e.g., for new product development, the selection of co-branding partners, and sponsorships)

In addition, we must not overlook another crucial success factor of brand engagement. Top management, and above all the CEO, must exemplify the brand identity and brand values in their own lives. Unless the brand’s top leaders credibly exemplify the brand, their employees will never sufficiently identify with or trust the brand.

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