Organizations often make claims about their purpose and identity, but behave quite differently in reality. This misalignment is costly; Gallup research at a client company indicates employees who are more aligned with their organization's identity perform higher on key business performance metrics than do employees who are less aligned.

Customers, too, can tell the difference between companies that deliver on their brand promise and those that just pay lip service to it -- and they react accordingly. When customers are aligned with a brand promise, they give that brand twice as much share of wallet (47%) as customers who aren't aligned with that same brand (23%).

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