Employee Engagement For Dummies

Chapter 10

Brandy, You're a Fine Girl: Driving Engagement through Branding

In This Chapter

Looking at the relationship between branding and engagement

Defining who you are through your employee value proposition

Branding internally and externally

Using tri-branding to your advantage

A few years back, I was retained as a consultant for a retail chain (let's call it “Company X”) that was struggling to engage its employees. To kick off the gig, we held a three-day meeting with Company X's leadership team — the first two days focused on operations, and the last day on engagement.

During the first two days of the meeting, I was deeply impressed by Company X's diligence in and approach to understanding its customers’ demographics and buying patterns. The company used external research consultants, video-camera focus groups, internal research, customer interviews, and more to better understand who its customers were and what and why they were buying. They analyzed everything — from the size of the shopping cart to what happens when you move coffee or produce from one aisle to another. ...