It is interesting to ask this question:

“ which is the most effective marketing resource for your company’s brand(s)”

Is it the media, the brand consultant, your employees or  other external parties?

Well, the answer is really the people who work for you !

The simple basic rationale is that if your employees are not able to relate your brand values when asked, how are your customers?

If we find that it is extremely challenging to communicate the brand values internally, it seems that the brand probably does not merit the values we are trying to attach to it.

So what should we do? We simply need to revaluate our brand and communication strategy.

Why not start by asking your staff what they think the brand stands for?

Interestingly, one good example is the employees in Tesco whose brand is understood and adhered to by its employees – everyone in the company knows ‘Every little helps’ and how this translates to their job function to drive down prices and increasing customer value.

The more involved staff are in your brand, the more loyal, motivated and vocal they will be.

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Related Entries

• Branding Strategies
• Branding-Creation and Sustaining
• Brand Valuation –Its Uses
• Branding & Expanding Overseas
• The Superbrand Organization/International