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  • Writer's pictureBrian Creath

The Biggest Internal Issues Facing Corporate Brands


Internal issues can significantly impact a company's ability to support its brand effectively. Some of the biggest internal issues include:


  • Lack of Alignment: When different departments or teams within a company are not aligned on the brand's values, messaging, and goals, it can lead to inconsistencies in how the brand is presented and perceived.


  • Poor Communication: Communication breakdowns between departments can result in mixed messages being sent to customers, which can damage the brand's reputation and confuse customers.


  • Misaligned Culture: If the company's internal culture does not align with its brand values, employees may not be motivated to deliver on the brand promise, leading to a disconnect between the brand image and the customer experience.


  • Inadequate Training: Employees who are not properly trained on the brand's values, messaging, and customer service standards may not be able to effectively support the brand, leading to inconsistencies in the customer experience.


  • Lack of Brand Advocacy: When employees are not engaged or passionate about the brand, they may not act as brand advocates, which can impact the brand's reputation and customer loyalty.


  • Resistance to Change: Companies that are resistant to change may struggle to adapt to evolving market trends and customer preferences, leading to a disconnect between the brand and its target audience.


  • Silos: When departments operate in silos and do not collaborate effectively, it can lead to fragmented brand experiences for customers and missed opportunities to strengthen the brand.


Addressing these internal issues requires a holistic approach that involves aligning internal stakeholders, fostering a culture that supports the brand, and providing ongoing training and support to employees.


To learn more about how Cohesion works with organizations to align vision, mission, culture and image -- and craft succussful corporate brands, contact Brian Creath, president at bcreath@cohesioncompany.com, or at 314-276-5383.





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Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit cohesioncompany.com, or contact Brian Creath, president, at bcreath@cohesioncompany.com.

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