The Importance of Internal Branding to Support Exceptional Customer Service Is Growing

Topics:
Brand Management,
Brand Strategy,
Training
Tags:
Brand,
Branding,
Customer Service,
Derek Stockley,
Marketing,
Product Marketing
Source:
Derek Stockley

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Overview: Companies with a strong branding focus also realize the importance of internal branding as part of their overall marketing efforts. Internal branding is a conscious and planned process undertaken within the organization to align staff and business processes with the brand identity and values. It is a focused strategy and process that aligns employee understanding and behavior to the promises and values of the brand. The business focus may be on the marketing, advertising, and customer service efforts that help define a brand externally, but this concentrated effort by management and staff comes more easily and naturally if everyone believes in the company, its products and services.

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Format: HTML | Date: Mar 2006 | Pages: 4

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