Minding Your Own Brand

If the cake is bad ... Continued

Strong internal brand cultures also lead to increased revenue per customer. This is due to the extraordinary external brand experiences that employees create which result in:

- Stronger customer relationships
- Higher customer satisfaction ratings
- Increased customer retention
- Larger number of customer referrals
- Better reputation in the marketplace

Companies who continually devote the necessary organizational development resources, consistently build and maintain strong brands. By focusing on the cake as well as the frosting, companies are able to ultimately achieve brand success by building internal advocacy.

Instead of focusing on just external branding efforts, a combination of brand development plus organizational development is the proper recipe for creating an extraordinary brand.

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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