When it comes to creating and sustaining a profitable business enterprise, engaging your employees’ interest in building a strong corporate brand isn’t everything – it’s about the only thing that matters. Every employee, regardless of title or department, has the power to influence what customers think of your organization. Each has the power to influence whether prospects buy, and customers buy again. Each can influence referrals and job satisfaction. Some exert their influence directly through their dealings with external customers. Others exert their influence indirectly by serving others in your organization. Why would your employees care about building a strong corporate brand? Greater job security will resonate with some. But the most powerful reasons include opportunities for personal growth and more challenging work.  From a corporate standpoint, employees represent an extremely cost-effective way of establishing customer relationships that will survive the occasional lapse in service or quality. It’s a win-win situation that should be particularly appealing, given the current prospect of a slowing economy or worse.