From the course: Advanced Branding
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Internal brand culture
- [Instructor] The best brands are home to a culture that motivates employees to uphold the vision and the value of the brand. A brand is more than a logo, it's an emotional relationship. But that emotional relationship has to be nurtured to build loyalty, otherwise, a customer will shift their brand presence. This nurturing comes from within. It's the employees that live out the brand who actively seek ways to better the customer experience. Studies suggest that a 5% increase in customer loyalty delivers 95% greater profitability over the life of a customer. And while this increase in profitability is reason enough, there are several other reasons that you'll want to invest in a brand based culture. First, employees need a reason to believe. If they believe in the vision, the leadership, and they see happy customers, they will stay motivated, energized and work to produce a superior work product. Secondly, employees want to…
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