Today, it is common for HR to build the employer brand, the marketing department to create campaigns and external communications, and the sales department to establish a personal relationship with the customer, hopefully leading to a purchase.
We aim to bring the branding issue into the boardroom and make it a shared responsibility for the entire organization to achieve the desired effect. It is important that all aspects of the brand are included.
We believe that if companies and organizations start by focusing on the customer and employee journey, and collaborate around it at all levels, the experience will significantly improve, and the results will follow shortly.