Social Media Strategy & Engagement Marketing by Karl Long

In a my previous post on brand behavior I proposed that behavior is one of the major and least managed components of how a brand is experienced.

Conversely comes the idea that a strong brand can align employee behavior to be congruent with the brand image. I believe that incongruence between message and experience is a major destroyer of brand equity. Many companies express incongruence because there internal operations, culture etc. are not aligned with their external brand messages.

I believe on of the major benefits of a strong brand is to encourage congruent behavior (another reason I think internal branding is more important to a services company). The Fed-Ex concept of absolutely, positively overnight, provides guidance to all its employees about what’s important, it actually provides a decision making framework for front-line employees. If someone calls up to complain that a package didn’t get there on time you can be sure that you will get attention.