Building brands from the inside out it the only way it works. Your organization must build your brand by first engaging your internal stakeholders in the brand development process, namely your employees. If you ask 10 friends to name the mission and core values of their organization, and how those are relevant to them, I will bet that no more than one will be able to do so.
If you ask 10 more people about their organizations brand strategy, I will bet that at least eight of them will tell you that is something that the boss and/or the marketing department does. How sad that so few organizations help their employees understand what the organization that they were hired to embrace has a way for them to do so.
No matter where your organization is in its brand development process, which as you know is a lifetime process, it must develop ways for employees to be oriented about the history of the organization, why it was founded, what it stands for and how important it is for them to live the organization's brand. Without this commitment, the organization allows the competition and prospective customers to define the brand.
Rex Whisman
Brand Champions Blog
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