Celebrate Your Culture, Live Your Brand

Leadership from the Top: Some companies, like Southwest   Airlines and Starbucks, have built   their brands internally from day one, and it shows - in their business   growth and in their   shareholder return.   These companies   have strong leaders   who provide a clear   vision and direction to employees from their very first   day on the job. Older companies, or those who have experienced change, are   effective in building their brand   internally if there is strong leadership and direction at the CEO level.   Without this, inconsistent or conflicting messages quickly work to the detriment of the organization. Involvement and support of senior   managers are necessary to spread   the word and build support throughout the organization. And, these   senior managers are perfectly positioned to effectuate any changes to   policies or operational procedures   that may need to occur. Participation from all levels of the Company: Because every employee is a Brand   Ambassa

Companies spend a tremendous amount of money attracting and retaining customers through Branding and marketing.  But if your employees don’t "get it," they will not deliver on your brand promise. This means you’re wasting precious resources getting customers interested, only to deliver an experience that falls well short of their expectations. Up to 40% of an organization's marketing and communications dollars can be either wasted or destroyed when the internal marketing and communication programs don't support or align with the external marketing and communication program. - Juliet Williams, CEO, quoted in Measuring Brand Communications ROI by Don E. Schultz & Jeffrey S. Walter Have you done enough to build your brand on the inside? Can your employees articulate your Brand Promise ? Do your employees know their role in bringing your Brand to life? Have you identified what a Brand Champion is, and do your employees take appropriate action when