Employees will work harder and smarter, and build longer-lasting relationships with clients and prospects, if they’re inspired by a clearly defined and articulated purpose. Engaging employees in a brand is about more than simply telling them what the brand stands for, it’s about delivering an employee experience from Day One that delivers on the promise made. It requires engaging them in the brand development process from the earliest stages, using quantitative and qualitative research, internal resonance testing, and steady, ongoing, two-way communication to make them a part of the process while gleaning useful information about how the brand is perceived internally. Ideally, engagement continues through the launch and beyond, with brand training and brand ambassador programs deployed to ensure ongoing support for the brand.
A common challenge for any firm selling multiple products, services, and departments is a lack of knowledge between verticals. Here’s how to overcome this major impediment to successful synergies.
How can a B2B company ensure that its brand is supported by — and in turn supports — its culture? Four principles can to guide your brand and culture alignment.
Can the agile principles that work so effectively in product innovation really be applied to the workforce? For companies that have tried it, the answer is a resounding “yes.”
