brand glossary: brand engagement

Great brands are built from within–and it starts with an organization’s people and culture. Brand engagement, also known as employee engagement, is the process of linking internal culture and employee behavior to business goals via the brand. It ensures that the brand proposition becomes central to daily operations and decision-making, that the brand values are embodied day in and day out, and that these guide all interactions with customers. A great brand engagement program connects the organization’s human resources activities (employee activation, training, assessment and goal setting) with the brand and business strategy to encourage on-brand behaviors and positively impacts both employee satisfaction and business performance.