As Stephanie Myers says:
A brand is much more than a logo, tagline and set of customer promises. A brand must also reflect a company’s strategy for coping with a changing society, one where the public expects business to be accountable for a growing list of environmental and social issues.
With this said, it is no longer only the responsibility of marketers to control public perception of a company and its brand, but everyone’s, from the accounting department to human resources. Every interaction between an employee and a customer is essentially an interaction between the company’s brand and the consumer. The employee must convey the the brand’s values as well as his own.
It falls on to everyone in the company to make sure that their day-to-day operations convey and are in sync with the values of the company. Companies must find ways to engage their employees in their values.
With all that said, in today’s marketplace, issues concerning sustainability and ethical business practices are more important than ever. We find consumers will prefer not to buy a perfectly good product because of the way it’s manufactured – a prime example would be when Nike was under fire with child labor allegations.
A company’s brand would work much better with its workforce cooperating completely with the values of it’s brand.
http://www.canadianmarketingblog.com/archives/2011/09/a_green_brands_most_important.html