•If your staff don’t understand what your brand is promising (and why) they won’t know how to behave when delivering it • Few companies bothered to inform employees what their corporate or product and service brands actually stood for
It’s ten years since The Brand Inside opened its doors for business in Africa. Our intention was to help companies deliver on their promises to customers. Unlike other consultancies we took the idea of ‘brand’ as our North Star. We asked, why shouldn’t something so persuasive for external customers be brought inside the business to inspire employee behaviour? Back then, a question troubling leadership teams was: ‘Why don’t our employees act like company owners?’
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