Apple, Coca-Cola, BMo, Allstate. As consumers we are aware of these brands, and the products or services they represent. We recognize their logos and distinct visual identities –on product packaging, at retail locations and in advertisements. When we are exposed to these brands, we have an immediate emotional reaction — which may be positive, negative or neutral. Deserved or not, our perception of these brands drives whether we as consumers will purchase their products or services.
Like it or not, every company has a brand. In the traditional marketing sense, a brand is what differentiates one good, product or service from another. A name, design and reputation all shape a brand’s image and the public’s understanding of the value proposition. Similarly, employer brand is the look, feel, and reputation of an employer and is what current and prospective employees use to evaluate whether or not your company is an attractive place to work. Often, employer brand goes hand-in-hand with consumer brand - but not always.