What is Brand Engagement?
Brand engagement refers to the creation of emotional and rational attachments between consumers and brands. These attachments create brand loyalty over time, making those consumers more likely to make repeat purchases and more willing to recommend the brand to others.
There are two types of brand engagement. Internal brand engagement occurs when employees or other close stakeholders are engaged with the brand. External brand engagement occurs when public consumers are engaged with the brand.
Internal Brand Engagement
Internal brand engagement is the emotional connection employees, investors, partners, suppliers, intermediaries, and other stakeholders have with a company's brand. It drives alignment, loyalty, and general culture.
External Brand Engagement
External brand engagement means the interactions that your customers have with your brand. It involves customer emotion and loyalty attached to your brand.
As people come into contact with your brand, they engage with your brand in places called "touchpoints." These are simply opportunities for interaction. Seemingly small interactions can have a powerful impact on the relationship between your business and customers.
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