Steve McKee, President of McKee Wallwork Cleveland Advertising, discusses the significance of "internal branding which is defined by having a continuous process in place by which you ensure your employees understand the 'who' and 'why' behind your business proposition." Though is it important that your customers recognize your brand and build a loyal relationship to it, the same is true for your employees. Without the proper tools and resources, it will be difficult for your employees, especially those who interact directly with the customers, to successfully represent your brand and deliver results. For many businesses, a large amount of their marketing money is spent on compiling the demographics and psychographics of their customers as well as other marketing research. However, rather than sharing that information with other employees and reaping the benefits of what they can do what that knowledge, it is simply filed away in the marketing department. With employees in the know of your consumer research, they can better identify risks and seek opportunities. Do not underestimate the benefits of internal branding as it plays just as big of a role in your company’s success as external branding does.