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Internal brand engagement

Thought leaders are increasingly placing employee engagement at the forefront of the fight for greater authenticity in the workplace, increased employee satisfaction and ultimately greater retention and improved customer service. They are passionate about the link to bottom line benefits and strongly advocate working on brands from the inside out. There are a range of experts and service providers who have created offers to bring the brand to life—all agree that the employee side of the equation is far more important than has been historically acknowledged.

Brand engagement among employees is, according to experts, becoming increasingly important as the speed and volume of customer word of mouth is greater than ever. Building an understanding of the brand among employees is seen as a way to drive positive reviews and word of mouth.

External brand engagement

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. The conclusion of many experts is how ever that high internal engagement has become essential to achieve a profitable brand.