Mission PossibleMission Possible

BRAND ENGAGEMENT

INTERNAL

There are two broad areas where brand engagement is relevant within an organization. The first area is ensuring that the employer brand promised to employees is delivered upon once employees join the firm. If the employee experience is not what is promised, this could result in increased employee turnover and/or decreased performance.

The second area is ensuring employees and close stakeholders of an organization completely understand the organization’s brand, and what it stands for—and to make sure that their activities on a day-to-day basis are contributing to expressing that brand through the customer experience. In general, this requires an ongoing effort on the part of the organization to ensure that its employees and close stakeholders understand what the brand is promising to its customers, and to help all employees clearly understand how their actions and behaviors, on a day-to-day basis, either support or undermine the effort.

Adapted internal event strategies can greatly affect employees’ attraction to the company and the spirit to achieve corporate goals.

EXTERNAL

Brand engagement between a brand and its consumers/potential consumers is a key objective of a brand marketing effort. In general, the ways a brand connects to its consumer is via a range of “touch-points” that is, a sequence or list of potential ways the brand makes contact with the individual. Examples include retail environments, advertising, word of mouth, online, and the product/service itself.

Events play a very important role in corporate marketing when “everything communicates”.

Reference:

Brand Engagement (Ian P Buckingham), Palgrave Macmillan, London 2007

Brand Champions (Ian P Buckingham), Palgrave Macmillan, London 2011

STRATEGY

PLANNING

DESIGN

EXECUTION