Related to what I posted yesterday about Internal Branding.  Brand Channel talks more on the topic and about the importance of getting employees involved in the branding process instead of simply imposing the brand on them.  Rallies, workshops and other activities can be used to communicate desired behaviours.

Beyond marketing, branding is also the responsibility of HR, and perhaps more so the responsibility of management since leading by example sends the strongest signal and endorsement of the brand.

via: Internal Brand Alignment | Brand Management Techniques | brandchannel.com.