Branding can be a lot of things to your audiences. It is not only how you communicate visually and through words with your customers and employees, but it encapsulates your mission and values. These values are increasingly important to both consumers and employees as there is an increasing amount of choices available. A key differentiator for many is the experience they have with your brand, whether that is the customer experience or the employee experience. How experience and branding ties together can have critical impacts on a business.

To help me discuss this topic, I welcome Frans Mahieu, Global Marketing Director at Kimberly-Clark and a pioneer in employer branding.