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Vol 30 - No 03 - May 2004 Communicating for Performance Leading organisations know that their people are their brand. These days superior product quality on its own will not ensure competitive advantage in the market place. Organisations have to capture the interest of buyers, with brand values that are admired, respected and sought after. These brand values are more often characterised by those indefinable qualities that the buyer associates with the brand (think Coca-Cola, Virgin), rather than the actual specifications or qualities of the product. It is therefore important that the people who work for the organisation reflect the same brand values in the eyes of the customer. This is because people’s initial perception of the brand value, created by innovative products, clever packaging, slick marketing and advertising campaigns has to be supported by the image, communication and performance of the staff members of the company that they represent Page number: 24 Word count: 2500 Related Topics: Human resources
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