A successful brand should pervade all elements of a business, and not be the sole responsibility of a marketing department, according to brand experts Woodreed.

Delegates attending a Travel Convention Master Class on Employee Engagement were told that staff buy-in to a company’s brand was essential to its success with consumers.

Woodreed managing director Jo Moffatt said: “Engaged employees lead to loyal customers and they in turn lead to bigger profits.”

And she added: “Great internal communications think of staff as customers. Why treat your employees like paupers when you treat your customers like princes?”

• More from the Travel Convention at travelweekly.co.uk/tc2010