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Branding Concepts & Semantics #2

Internal communications shape "identity," as in an organization's self-identity. External communications build "image" beyond the confines of a particular organization.

Those of us leading or participating in brand development initiatives benefit by separating the concepts of internal identity and external image, right from the start. Otherwise, the essential internal piece can be overwhelmed by the need - if not rush - to communicate externally, be it for a new product launch or the next enrollment cycle.

We all talk about the importance of internal brand ambassadors, ranging from faculty and staff on campus to a sales force or customer service team in business. They're not just essential; they are the essence of a brand at work. Experience and common sense remind us every day that brands suffer when decision makers and customer-facing employees execute delivery of the product or service poorly, are inconsistent in understanding and communicating the bran…

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