Companies tend to think of branding in terms of advertising and promos, but often forget that internal branding among employees is integral to overall success, writes Steve McKee, president of McKee Wallwork & Co. At Zappos, for example, potential employees must survive multiple rounds of interviews, a four-week training program and a stint answering customer service calls. "[M]ake sure you nurture a culture that corrects (or rejects) employees who operate outside the brand promise. Otherwise your advertising efforts may be for nil -- or worse, backfire," McKee writes.

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