You bet it does. Are you a retailer rolling out a brand positioning about knowledgeable salespeople helping customers navigate a myriad of product choices? Better make sure your knowledgeable salespeople stay that way.
Branding for financial services? A Forrest research report reveals that mergers and acquisitions have hurt customer relationships and advises a refocused attention on customer service. You better bring some TLC to your call centers.
What about an admired airline promising an incredible experience and having it come crashing (sorry) down when the baggage is stolen, lost, or delayed through poor handling?
While there are a variety of factors that influence public brand sentiment, your communicating to your consumer brand to your employees is one that is easy to get right.
Let your employees in on the big reveal before you launch your new campaign.
2. Show the relevance.
Now that you have articulated your brand values internally:
- Who needs to do what differently?
- What do they need to change?
- Look at your internal communications and the audiences you reach.
- Where are the best places to infuse your positioning?
We welcome your input and are here for your help.