Branding From the Inside

"We often think that building a brand is an external activity and it isn't," Horn Group founder Sabrina Horn told attendees at the recent PR NEWS Strategic Online
Communications seminar in DC. The best brands are built on happy, productive employees, she said - and on consistent messaging. Too often, a corporate brand will appear
schizophrenic when different messages stem from "the president, venture capitalists, marketing team, consultants, board of directors, sales reps and development people," she said.
"If they all have disparate visions, they're going to say different things about the company."