The same good business practices that can earn you Brand Loyalty from your customers and rocket your business to the next level can earn you Brand Loyaly from your most important investors – your employees. Employees make up the Knowlege Capital of a corporation, capital which is very expensive to replace in the event of attrition. An employee interacts with a corporation's Brand from the inside, and the quality of that interaction will decide whether or not they will develop Brand Loyalty. An employee Loyal to the Brand will enjoy their job and will stay with your corporation long-term, helping build your knowledge capital and reducing your need for expensive retraining.

You want to encourage every employee in your organization to be a Brand Champion – someone who understands the value of your Brand and acts as an evangelist for it. Brand Champions are leaders who actively reinforce the Brand Message inside and outside the corporation, and who lead the way toward achieving your corporation's Brand Goals.