Employees are the frontline when it comes to customer relationships and delivering the brand experience. This is especially true in a service business. Investing in a brand’s people should always be a priority.
Companies often have inspiring purpose statements, such as “to bring health through food to as many people as possible” (Danone), “to connect everybody to live a better today and build a better tomorrow” (Vodafone) and “to make a difference in the lives of people globally through our innovative medicines, vaccines, and animal health products” (Merck).
Brand vision is intention. It can be a single-minded intent, or a group of goals and objectives — typically no more than one, two or three.
There’s an old saying that change is the only constant in business. If the coronavirus pandemic has taught us anything, it is to remind us of the enduring truth of this adage and of the fundamental imperative for companies to keep learning. Companies master change only by keeping up and adapting as conditions evolve. Today’s knowledge won’t help with tomorrow’s challenges. Only organizations that put a premium on learning will survive, much less thrive. Yet...
Today’s organizations — be they B2B, non-profit, government or consumer – live and die by their ability to build and deliver a strong employer brand that earns the trust and loyalty of their employees. If your external brand is the sum of all the experiences that someone has with your organization, then that is true of your employer brand too.
