Brands are defined by people. It is employees who determine how an organisation is seen and customers who decide when to start and terminate their relationship with the brand. This suggests that the interface between employee and customer (and other key audiences) is fundamental to either building or destroying brand value.
The imperative ought to be to enhance employee commitment and understanding so that customers receive a relevant and individualised service. This in turn requires a clear statement of the organisation´s purpose and values and a willingness to involve employees.
Although many organizations would argue that they do this, the research results from around the world consistently demonstrate that most employees are not enthusiasts or brand advocates.
The Living the Brand philosophy focuses on turning brand cynics into brand enthusiasts, focusing innovation and building intellectual capital.
Photo: Living the Brand at Patagonia
(Chapter one of Living the Brand)