Project Management B.2 (PrMaB2) - Statistics & analytics of Telegram channel @prmab2

Don't forget internal branding 💎 David Lane Keller writes in his book "Strategic Brand Management": The mistake that many companies make in branding is that they think that the brand is built only in the minds of customers. While the brand should be built in the minds of both customers and employees of the company that owns the brand. 🔹In fact, if you can't align and accompany your company's employees with the principles of your brand, you definitely can't succeed in branding. 🔹In other words, external branding, in which we inscribe our brand in the minds of its target customers, alone cannot make you successful in branding, and to succeed, you also need internal branding, i.e., embedding the brand in the minds of your employees. 🔹Internal branding is much more vital and important, especially in service companies where there is extensive interaction between company employees and brand customers, so that if the employees of a service company do not have a proper understanding of the company's brand, they will cause irreparable damage to it. 🔹That is why many companies, as important as they are to external branding, also spend money on internal branding. 🔹For example, the restaurant chain Panda Express, which is one of the most successful restaurant chains in the United States, allocates significant financial resources to internal branding so that it can teach the principles and foundations of the Panda Express brand to all company employees, especially those who deal with customers. 🔹For example, since one of Panda Express's promises is to serve healthy, low-calorie food, the company pays its waiters and restaurant staff to go to the gym regularly and always be at their ideal weight. 🔹Or because being cheerful is one of Panda Express's important principles, the company regularly organizes walking, nature tours, etc. programs for its waiters and restaurant staff so that they always treat the company's customers in a great mood. 🔔 #Tip_of_the_day @PrMaB2 @PrMaB3