Traditionally, customers would only see the company behind brand through the lens of its advertising and press relations. However, with growing transparency and accountability, companies and they employees are in the eye of the public consistently. Furthermore, practically every employee, from the cleaning staff to upper management, is a member of a social network of friends, colleagues and competitors. The lines between customer and employee have become almost invisible and so the atmosphere—the thoughts and emotions—inside the company is flowing with ease into the consciousness of your consumers. This is twice true for companies who employ extensive customer service as part of their business model.
Experience shows that trying to control the flow of information is futile. the only solution is to create a culture in the company where the brand values we tout are practiced and lived on a daily basis. Through our proprietary Integral Thinking methodology, we help create environments where brand values can be discussed, “digested”, and practiced. The method engages employees making them feel part of something truly great and in that creates natural loyalty to these ideas and a cohesive unified workforce.
Employees will “speak” the brand both internally and externally. They will be excited to come to work and to discuss and share the brand culture wherever they are. This feeling and your brand message will trickle both upwards toward share holders and upper management and downwards toward employees and the general public creating the desired brand impression and supporting your branding and marketing efforts.