▁organization , ▁it ▁is ▁difficult ▁to ▁place ▁a ▁discrete ▁figure ▁on ▁this ▁contribution . ▁ ▁Best ▁practice ▁in ▁internal ▁communic ations ▁generally ▁ad her es ▁to ▁certain ▁principles : ▁▁ ▁Under standing ▁the ▁st ake holder ▁( aud ien ces ) ▁ ▁Know ing ▁what ▁messages ▁and ▁information ▁is ▁appropriate ▁for ▁each ▁audience ▁ ▁Ens uring ▁that ▁there ▁is ▁a ▁feedback ▁mechanism ▁in ▁place ▁so ▁communication ▁is ▁a ▁dialog ue ▁ ▁Me as uring ▁effect iveness ▁ ▁En han cing ▁participation ▁and ▁collaboration . ▁ ▁An ▁aspect ▁of ▁internal ▁brand ▁eng agement ▁is ▁brand ▁orientation ▁which ▁refers ▁to ▁" the ▁degree ▁to ▁which ▁the ▁organization ▁values ▁br ands ▁and ▁its ▁practices ▁are ▁orient ed ▁towards ▁building ▁brand ▁capabilities ." ▁ ▁Th ought ▁leaders ▁are ▁increasing ly ▁placing ▁employee ▁eng agement ▁at ▁the ▁fore front ▁of ▁the ▁fight ▁for ▁greater ▁authentic ity ▁in ▁the ▁work place , ▁increased ▁employee ▁satisfaction ▁and ▁ultimately ▁greater ▁ret ention ▁and ▁improved ▁customer ▁service . ▁ ▁They ▁are ▁passion ate ▁about ▁the ▁link ▁to ▁bottom ▁line ▁benefits ▁and ▁strongly ▁advoc ate ▁working ▁on ▁br ands ▁from ▁the ▁inside ▁out . ▁ ▁There ▁are ▁a ▁range ▁of ▁exper ts ▁and ▁service ▁prov iders ▁who ▁have ▁created ▁offers ▁to ▁bring ▁the ▁brand ▁to ▁life — all ▁agree ▁that ▁the ▁employee ▁side ▁of ▁the ▁equation ▁is ▁far ▁more ▁important ▁than ▁has ▁been ▁histor ically ▁acknowled ged . ▁ ▁The ▁measurement ▁angle ▁ ▁Much ▁internal ▁communication ▁and ▁employee ▁eng agement ▁practice ▁is ▁based ▁on ▁measurement ▁of ▁effect iveness ▁or ▁business ▁contribution . ▁