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Sep 8, 2020

Often brands are focused outward — the brand promise is often conceived as a tool to relate to an external audience of customers, prospects, vendors, partners and others outside the company. It’s often the case that the heavy focus on the external delivery of the brand neglects an equally important audience — the company’s employees.

To operationalize a brand requires a major shift in how the company is run. And, the most important element of bringing a brand-driven culture to life within your organization is your employees. It will require an investment in resources and training, but there is no telling the impact it can have on the future success of your company.