• Brandchannel, Tuesday, June 23, 2009 11:01 AM

Whether or not they ride an elevator, your best brand assets walk out your door every night, writes Morgan Daloisio, a manager with strategic marketing consulting firm CMG Partners. Employees can either reinforce or break a brand's promise every time they interact with a customer, shareholder or another employee.

To start branding from the inside out, follow three principles, she says. First, remember that your company's values are more than just posters on the wall, and that actions speak louder than words. "You don't turn a company into a Virgin company by putting the logo above the door," says Ashley Stockwell, managing director of brand and marketing at Virgin Media.

Second, unless the folks in brand and HR are joined at the hip, employees may get mixed messages about their priorities.

Third, don't underestimate the importance of internal communications in engaging employees, wherever they may be. Red Hat catches employees with "bathroom briefings" -- memos with company news that are posted in company bathrooms.

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