Let’s get one thing straight. Your brand is not your logo. It’s not your packaging. And it’s certainly not your website. Your brand is the promise you strive to uphold – or exceed – with your clients every day. But, regardless of how much you spend to build your brand in the marketplace, through advertising, PR, and a host of other activities, it will never achieve its true potential if your employees are not engaged. In fact, without your employees, your brand will always flounder. When clients ask me how they can strengthen their brand, my first response is: start with your employees. Communicate with them and, when I say communicate, I’m not referring to issuing a newsletter or holding a
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