The brand, more than a communication tool, is a behavioural framework.
Today, being more authentic means being more transparent and, in order to be so, our way of being and working must coincide with what we communicate to the outside world.
In many cases, perception begins to be built ‘through the roof’ by resorting to communication actions that are not based on the reality of the brand.
Powerful brands are built from the inside out. That is why working on employee engagement is the basis for building a strong brand, as well as being a very profitable move for the company.
Engaged employees have a high impact on the organisation, internally and externally. It is no longer just that they believe in the vision of the brand, but that it motivates and empowers them not only to do their job better and know how to transmit it, but also to inspire them to propose ideas and innovate within the brand.
And for this, we must start directly in the selection process, looking for candidates who are aligned with the brand from the outset. Taking into account their training and expertise but, above all, their values and motivations.
A good example of this is Patagonia, which only hires people who enjoy spending time outdoors, candidates whose interests reflect the company’s ethos. Once on board, employees have the option to spend part of their working day volunteering on environmental projects. The result is a strong and consistent brand, with an employee turnover rate of 4%.
Employees are a critical part of creating a work environment and culture that truly embodies the brand promise. Only when the brand values and purpose emanate from within the company will we be able to build a credible brand story.