Branded Customer Service—The New Competitive Edge

Chapter 7. Communicating to Ensure Brand Resonance

How management communicates to employees really does matter. It is a critical key to any organizational culture and provides the foundation for the understanding and feeling that employees hold toward their brand. Brand-integrated employee communications programs not only keep the key brand messages alive internally through repetition but—when done well—also shape the language of the branded service culture. To accomplish this, internal communication about the brand needs to be both strategic and creative in the way it is developed and implemented.

Recognition of the key role that employee communication plays as a strategic management tool can be traced back at least twenty-five years, when Thomas ...