Live your brand promises

It happens more than you might think — disconnects between how the company portrays its brand externally and what employees are seeing and living inside the organization. Vision, mission, brand promise, employee value proposition, values - they must be aligned, real, and continuously brought to life through words and deeds or you risk eroding trust and engagement (and just plain confusing people) among all stakeholder groups

Align internal and external brand strategies

Janet Swaysland