A company’s brand tells its story, from what job candidates can expect from a workplace to the value clients and investors will receive from products and services. Brand strategy impacts public perception, customer and employee engagement, and sales.
In today’s era of rapid innovation, however, it’s easy for a company’s products, services, and technology to evolve more quickly than its brand. When this happens, employees, customers, and stockholders can be unaware of a company’s true value.
