True internal brand alignment requires a culture where employees feel an emotional connection to the brand and are empowered to embody the company’s values and bring the brand to life. The benefits of branding are important for any size business today. Central to long-term profitability and business success is a company’s ability to align all aspects of their brand — strategy, mission, vision, culture and values — inside and out. Doing this brings to life the old adage that “who you are on the outside is who you are on the inside” and ensures that what company leaders say they will do, aligns with what they actually do.
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