brand glossary: internal brand engagement

Great brands are built from within–and it starts with an organization’s people and culture. And Internal Brand Engagement, or also known as Brand or 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 employee engagement program connects the organization’s human resources activities (employee activation, training, assessment and goal setting) with the brand and business strategy, so that it encourages on-brand behaviors, and positively impacts both employee satisfaction and business performance.