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What If?

February 4, 2010
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Posted by Susan Weissman

“What if, instead, all of the brilliant insights gained in the external branding process could be ingrained in the minds of each employee? What if there were a deliberate process in place to help employees not only do the functional aspects of their jobs better but also more intimately understand those whom they serve? What if each and every employee could be enabled and equipped to be a powerful steward of the brand?” Steve McKee asks these questions in his Business Week article. It’s so true — we give a lot of lip service to the importance of communicating the brand internally. But it’s hard work and most organizations I observe fall short. Way short.

Think about it. You’re spending $1+ crafting and marketing your brand. But if people have a different experience with your brand when interacting with an employee — how powerful is that marketing? How do you get 1,000 employees, 11,000 employees, 110,000 employees to really “get it?” You market to them. You treat them like one of your most prized customers or prospects. You talk to them frequently about the ideas surrounding your brand, you do it with humor, creativity, and energy. You engage them. You help them realize they ARE the brand. And you create a culture that honors the people who live the brand and rejects those who do not. (I know, it’s easy to write a blog, it’s another thing to actually do this….that’s why you make the big bucks!)

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