Effective corporate branding defines a business’s personality. The identity dictates types of employees, the look and feel of products, product packaging and physical characteristics of the location in which the product or service is distributed. Companies can be energizing, compassionate, reliable, innovative and even predictable but at its core lies the people that represent the product or delivers the service in a manner in which there is an emotional attachment. Strong emotional connections lead to higher customer loyalty, increased profits and long term value enhancement for both the customer as well as the employee. The Quadrillion has spent years researching top performing companies and identifying critical factors that lead to increased employee engagement which in turn drives business performance.