Two issues are critical in determining whether an
employee will reflect the organization's desired
brand image, and thus favorably impact the perceptions
of customers and others. First, do employees
know what image they are expected to project?
Second, do they perceive their psychological contracts
as having been upheld? These two factors are,
in turn, driven by the extent to which the organiza-
tion's messages are consistent with one another and
with the firm's mission, values, and desired brand
image. Together, they underpin the employee brand
typology, and are expanded upon in the sections that
follow.