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Do you tell your customers one thing and your employees another?
It is very easy to overlook the importance of having a set of brand values which you align internally and externally, so that the messages and behaviours you demonstrate to your customers are exactly the same as those for your employees. If you do not align internal and external values, you risk alienating your workforce and your customer base and driving disengagement through inconsistency.
Values alignment can deliver real competitive advantage from a marketing and strategy perspective as it allows for clearer and more consistent messaging. If your employees are on side and truly living the brand and the values, they automatically act as brand ambassadors and custodians by reflecting positive value messages externally.
If you build a strong internal culture and behaviours, you will automatically build engagement. But the exercise will only succeed if it is based on employee involvement, consultation and participation. Any attempt to impose alignment is doomed to failure from the start.
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