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Brand from the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business Hardcover – 19 May 2006

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Product details

  • Hardcover: 272 pages
  • Publisher: Jossey Bass; 1 edition (19 May 2006)
  • Language: English
  • ISBN-10: 0787981893
  • ISBN-13: 978-0787981891
  • Product Dimensions: 16.4 x 2.5 x 23.6 cm
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 985,557 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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"These days the claim that ′Our People Are Our Greatest Asset′ has replaced ′The Customer Is Always Right′ as the corporate slogan that is easiest to agree with yet hardest to put into practice. If you want to learn what it really means, you must read this book." —Marcus Buckingham,independent consultant; former senior consultant, The Gallup Organization; and author "Eight out of ten companies do not do what this book recommends. The 20 percent who do are the most admired market leaders. It is impossible to do justice to the value this book offers in a sentence or two. You must––repeat, must¾read it." —Dr. Jac Fitz–Enz, founder and CEO, Human Capital Source; senior editor, Human Capital Magazine ; author and pioneer in the field of human capital benchmarking "At last, Mark Schumann and Libby Sartain have gotten the issue of branding right for the rest of us. No brand is any better than the willingness and inclination of employees to deliver on the brand’s promise. Delivering the brand from the inside out is the only strategy that works. Anyone interested in branding must read this important how–to book!" —Roger D’Aprix , author, Communicating for Change: Connecting the Workplace with the Marketplace "Employment branding is on the frontier of strategic HR thinking because no other ′people strategy′ has a greater long–term impact on recruiting and retention. This book should just be called ′the answer,′ because it provides a compelling case as well as the required steps for utilizing internal employment branding to emotionally tie workers to their employer. It is simply the best book on internal employee branding, period!" —Dr. John Sullivan, professor of management, San Francisco State University; and author "This is an important book about how branding is changing throughout our new wired world. It gives you a sneak peek at how to engineer strong inside brands. From marketing to all–points–leadership, this book is a map to future corporate value." —Tim Sanders, author, The Likeability Factor

From the Inside Flap

Can a business build an effective brand identity if its employees don′t buy into it? The key role of employees in brand delivery makes building and nurturing the employer brand as critical to an organization′s success as promoting the customer brand. In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step–by–step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business—ensuring consistent authenticity, substance, and voice throughout the business—any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people. Brand from the Inside offers a framework for developing an environment where people from all levels of the business work together to create the employer brand. The book is filled with illustrative examples and down–to–earth case histories from companies that demonstrate what the employer brand can contribute to business results. In addition, the authors include a wealth of tools and worksheets for breaking through silos to brand from the inside. Use the book′s sample meeting agendas and presentation ideas to build a new employer brand, improve a current one, or "rehab" one that needs some attention.

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2 of 2 people found the following review helpful By Rolf Dobelli TOP 1000 REVIEWER on 8 Aug. 2006
Format: Hardcover
This predictable book on branding has a slight twist: aim your branding efforts at your employees as well as at your customers. Simple enough. Authors Libby Sartain and Mark Schumann have boiled employer branding down to eight essentials. Generally, they focus on their core concept with a positive orientation toward employees, although their lists, checklists and lists within lists do get repetitive. Maybe all those lists are intended to help the staff in human resources, where they place much of the responsibility for internal branding. We recommend this book to branding and internal marketing newcomers who want a rundown of the basics, and to human resource professionals who may need to learn about marketing to harness the impact of internal branding.
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Format: Hardcover Verified Purchase
Ordered 29 March, due by 16 April, arrived 18 April. Came from the USA, but even so. I guess, if nothing else, it was like a surprise through the post. I;ve had stuff later... but I've also had it a lot sooner.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 3 reviews
3 of 3 people found the following review helpful
A Perfect Title for the Right Brand Strategy 21 Jan. 2008
By Rex Whisman - Published on Amazon.com
Format: Hardcover
This is one of the premier books on brand development. The authors are spot on in advocating that brands are most effective when built from the inside out. If we do not engage our employees in the procees and get their buy-in we do not have a brand. Too often brand development is a communications and marketing effort. We need to make sure that we include HR as our brand partners, or brand leaders. There is a reason why Southwest Airlines is traditionally one of the first companies that comes to mind when we think of a case study in branding, and why it is consistently profitable. If I am not mistaken, it is the only US airline to be profitable each year since 9/11. I have seen Libby present before and she is one of the real pros in branding.
5 of 6 people found the following review helpful
Internal marketing with an HR twist 8 Aug. 2006
By Rolf Dobelli - Published on Amazon.com
Format: Hardcover
This predictable book on branding has a slight twist: aim your branding efforts at your employees as well as at your customers. Simple enough. Authors Libby Sartain and Mark Schumann have boiled employer branding down to eight essentials. Generally, they focus on their core concept with a positive orientation toward employees, although their lists, checklists and lists within lists do get repetitive. Maybe all those lists are intended to help the staff in human resources, where they place much of the responsibility for internal branding. We recommend this book to branding and internal marketing newcomers who want a rundown of the basics, and to human resource professionals who may need to learn about marketing to harness the impact of internal branding.
1 of 2 people found the following review helpful
Written by and for HR staff of large corporations. 12 Oct. 2010
By Daniel Ginensky - Published on Amazon.com
Format: Hardcover Verified Purchase
DISCLOSURE:
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I am a small business owner, and bought this book for ideas on how to increase loyalty among my employees.

SUMMARY:
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"Branding from the Inside" provides a conceptual framework for HR to increase employee loyalty. The writing is not great, as the authors have a tendency to ramble. On the plus side, the book is structured logically, and includes some illustrative stories from iconic USA corporations.

SHORTCOMINGS:
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While I did get some benefit from this book, it falls far short of its promise. The authors are HR professionals who don't own or run their own business (except perhaps consulting), and therein lies the problem. Here is my list of shortcomings for this book:

1. The subtitle is highly misleading: "...Connect Your Employees To Your Business". I understood this to mean the book was written for business owners. It isn't.

2.The advice given all relates to large corporate settings with huge budgets. You need a good imagination to apply this book to a small business.

3. It is the job of the leader of any business to promote employee loyalty. HR has almost no ability to change a culture without full partnership with the leadership. This point is mentioned, but it was not dealt with as a deal-breaking issue.

4. I found most of the case histories to be clichéd and not useful.

CONCLUSIONS:
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I give the authors credit for creating a fairly robust conceptual framework to accomplish a complex goal. I just did not find it useful.

After reading quite a few business books, this book has helped me realize a golden rule: only buy books written by entrepreneurs, business owners, marketing directors, or high level executives. Business books written by HR professionals, business professors, and consultants are theoretical and focused on large corporations. This book certainly was.
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