From the course: Brand and Marketing Integration
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How to create one brand
From the course: Brand and Marketing Integration
How to create one brand
- Imagine this, you own a successful company. You've invested a lot of money to make sure your customer's experience with your brand is consistent and integrated but have you considered your employees' experience? Unfortunately, many don't because employees and customers are often considered two different target audiences or stakeholder groups, companies often have mismatched brand messages for their external customers and internal employees. This can result in customers having one perception of a company's brand and employees having a different perception. That causes confusion and inefficiency due to separate marketing communications programs. While companies recognize the value of a powerful brand for external audiences, they often overlook the critical role employees play in shaping and advocating for the brand. In an era of social media, where customers and employees share and…
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