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Dressing the Brand

Aligning Attitudes and Boosting Productivity.

For its internal public, the brand of an institution plays a critical role in fostering identity and motivation, harmonizing collaboration, and aligning personal behaviors and attitudes. While the external public is responsive to the brand’s offerings and functional characteristics, the internal public is driven by the brand’s values, its “mission,” and the significance they place on its symbolic representation.

The image that a brand projects internally is mirrored externally through the confidence and pride displayed by its employees. This internal image sets the level of availability that employees extend to their clients, presenting the institution with the confidence it strives to achieve.

The brand image projected internally determines the level of engagement, autonomy, and management capability of each employee, enhancing not only the external service but also the team’s productivity index.

Written by: Brand Image

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