Most textbooks and articles published in the last decades have pressured the importance of external communication like PR and publicity. It is only lately that little more attention has been accorded to internal communication and to how training matters to brand success. In my opinion, the brand experience concept encompasses the real core of branding rather than any other brand concepts based on analysis and cognition like brand equity or brand personality ... so on.
As discussed in my old article entitled "Customer loyalty: how service quality influence customer retention?" http://jar.ma/34VVH, customer oriented companies understood that what matters the most nowadays is whether the brand can offer a pleasant and beneficial experience to its customers or not. For the customer, to be considered, the brand has to fill certain criteria such as value and the capacity to fulfill very well the basic needs. In addition to that if not above of it, the brand needs to meet the customer's expectations. Today, in a world overloaded with slogans and logos, The consumer is looking for something more authentic, Something they can feel and connect with. They want to be offered an experience.
I believe that employees should receive more attention. In my opinion, they are the audience that matters the most and marketers should deploy a paramount effort into explaining the brand promises and values. Employees are the brand ambassadors, the contact point with the customers and the source of information about the company. Moreover, the Brand visionaries are supposed to ingrain the brand vision, values, and mission in each employee heart and mind in order to boost the brand support which will truly enhance their roles within the company through delivering a powerful image and experience. In addition, The employee role exceeds the mere execution of commands. Understanding what the company stand for and believing in it increase their commitment and the appreciation of their roles. Basically, the company needs to educate every member or at least a few talented employees and third party so they are aligned with the core values.
To be successful a brand in today economy, a brand has to deliver more than just a logo or a slogan. If the Company promises are not reinforced by the company's' front line then, the memorable contact with the brand will fail to meet the consumer's expectations. Thus, through training and education, it would be possible to enable the partners and the employees to become the right ambassadors, the touchpoint which will deliver a consistent brand experience.
Perhaps nowadays, the marketing functions are equally about educating the employees and the partners as much as ensuring perfect external communication. Instill the brand values, promises, and what it stands for across the business through all the communications and enforce compliance seems to be required inside before the outside.
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