Selling the Brand

In: Business and Management

Submitted By yashsharma1
Words 5110
Pages 21
Selling the Brand Inside by Colin Mitchell

Reprint r0201j

January 2002

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To o l K i t

Selling the Brand

Inside
You tell customers what makes you great. Do your employees know? by Colin Mitchell

W

hen you think of marketing, you more than likely think of marketing to your customers: How can you persuade more people to buy what you sell? But another “market” is just as important: your employees, the very people who can make the brand come alive for your customers. Yet in our work helping executives develop and carry out branding campaigns, my colleagues and I have found that companies very often ignore this critical constituency. Why is internal marketing so important? First, because it’s the best way to help employees make a powerful emotional connection to the products and services you sell. Without that connection, employees are likely to undermine the expectations set by your advertising. In some cases, this is because they simply don’t understand what you have

promised the public, so they end up working at cross-purposes. In other cases, it may be they don’t actually believe in the brand and feel…...

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