Business Strategy : Internal Branding

In his latest book entitled Brand Sense, Martin Lindstrom measure of branding loyalty from an unusual angle. In a survey involving respondents from 13 countries, respondents were asked their willingness to favorite brand logo tattooed permanently on the arm or other limb. The approach proved quite extreme supported by 18.9 percent of respondents who favored the Harley-Davidson. The three most favorite brand in a row followed was Disney, Coca-Cola, and Google.

Loyalty as shown above respondents appeared since establishment of emotional satisfaction to the service they received and supported by a good brand image. In view of the customer, the brand is the face of the company, which communicates the values and specific qualities, as a guarantee of trust and reliability.

So, how employees own perspective on corporate brand? Understanding and perspective they will have an impact on motivation and productivity leading to overall business performance.

Customer service is the key to the formation of customer loyalty, of course, be the responsibility of the employee. Whatever the position, but required to work well according to his duty, the employee also serves as the brand ambassador for the company.

Moreover, employees are often in contact with customers, especially in the service industry or the nature B2B. Behavior, styles of dress, even tone of voice will affect the employee's perception of the brand and the company's success. It is easy to understand because of marketing as a process running from the inside toward the outside, from internal sources and leads to customers.