turn your team into brand champions?
How to turn your team into brand champions? This scientific research explores the employee-brand relationship and draws on social theories to gain insights and answer this question.
Employees’ identification with the brand is a “powerful force” positively impacting brand championship.
If there is employee-brand fit, brand knowledge, and if your team believes in your brand, (outcomes of internal branding) they will be more likely to identify with your brand.
High identification can have effects on brand building behaviours such as positive word of mouth off site.
The authors also look at alternatives for low identification + moderating variable.
Read more: https://lnkd.in/gZQsjgr
By Birgit Löhndorf, Adamantios Diamantopoulos (2014)
**it is vital to first know your brand intimately well before jumping into brand championship or even marketing communication. Only when your brand is clearly defined and focused for you as the founder, entrepreneur or executive team, can you then align all of your actions and decision making. Only then can you communicate it with your team. This is where my clients and I start the process.
CONNECT WITH VANESSA ELLE
Vanessa is a brand consultant, art director, and public speaker. Often referred to as a "brand whisperer" or "brand psychologist", the guiding principle behind all of her work is to make a difference by having a positive impact on people’s lives.
With 11+ years of work and business experience across various fields that she is passionate about, Vanessa also holds a Bachelors degree in Psychology, a Masters degree in marketing, and a certificate in studio photography completed in Paris. These unexpected elements of her background and of her story create a unique mix enabling her strategic, analytical, creative. and human approach to business.