In essence, brand engagement involves the process of forming an attachment (emotional and rational) between a person and a brand, and it’s a crucial element in brand management.
Every business has to focus on both external and internal brand engagement, with the latter being one of the most important building blocks of a successful brand. It’s crucial to have all employees, stakeholders, franchise staff, call centre operatives, suppliers and intermediaries on board.
There are two main areas concerned with brand management within an organisation, namely:
- The brand promised to employees must reflect their experience.
- Employees need to fully understand the brand to ensure that they reflect the brand’s values in everything they do.
If there is a problem in delivering the first, a high staff turnover ad poor performance could occur, which in turn damages the brand. Similarly, failing to be on board with what the brand stands for means employees could damage the brand via customer experiences.
It’s clear that investing in sound internal brand engagement could seriously bolster your brand. In fact, building your brand from the inside out by using premium strategies can also have a profound impact on your customers’ experiences, and your bottom line. When choosing a model for internal brand engagement, it’s important to look for one that makes living your brand a practical and measurable exercise. It also has to succeed in turning brand values into competencies – once again making the action of living the brand a measurable one.
The process should involve clearly identifying your business’ brand values and it should link brand values to personal values, enabling employees to fully understand these values and engage with them. The next step is to identify the various elements of the brand, before moving to linking brand values to roles and behaviours – enabling employees to clearly see the impact of their actions on the brand itself.
All of this not only improves your brand, but it also boosts productivity and operating income. For example, companies who have invested in becoming highly engaged have shown a 19.2% growth in their operating income, and engaged employees are up to 43% more productive than their counterparts. Which just goes to show that improving brand alignment and fostering your brand values is a win-win for all.