Can you effectively build a brand identity if your employees don't buy into it? Because of the key role of employees in brand delivery, building and nurturing the internal brand is as critical to an organization's success as promoting the external brand This book shows leaders across an organization how to work together to motivate employees to embrace the meaning of the brand and thus consistently deliver the experience it promises to its customers. It also explains how internal branding can be used recruit the best new employees. The authors provide the first comprehensive, step-by-step guide for creating legendary brands from the inside out. Features include practical examples and case histories from famously employee-friendly companies like Southwest Airlines and Yahoo! tools and worksheets for breaking through silos and building the brand including meeting agendas and presentation ideas and methods for building a new brand improving a current one or "rehabbing" a broken brand Table of Contents: Introduction Part I - Get Smart Discover Commit Part II - Get Ready Diagnose Prepare Part III - Get it Done Create Apply Market Nurture Part IV - What if Means for you You and Employer Brand Notes Acknowledgments Index