People don’t like to be sold, but they love to buy! (Jeffrey Gitomer)
The key to achieving employees and customers who are truly engaged with the brand, relies on having strong RELATIONSHIPS centred on an EMOTIONAL affinity with the brand. Real emotional engagement correlates with employee and customer behaviours that directly impact bottom line performance.
Brand awareness and brand engagement are not the same thing. Why? Because getting attention and even awareness for a brand in no way leads to an absolute engagement with the brand. Tweets, Visits, Likes, Shares, etc are important, but these don’t necessarily convert to profit on the Income Statement. Real brand engagement requires both employee participation and customer involvement. The two are not mutually exclusive. The challenge however is getting engagement with both the product or service, as well as the organisation. Together this relates more effectively as brand engagement.