Di Burton, Managing Director of Harrogate-based Cicada, said the current gloomy economic forecast meant bosses were realising the importance of a strong and recognisable brand when it came to gaining and retaining clients.

With marketing budgets amongst the first to be slashed in tough times, she said managers were increasingly turning to the relatively new concept of employee branding, where companies can manage the image projected by their employees through their behaviours and attitudes.

The partnership means the Harrogate firm can now offer a consultancy package combining the psychology of workplace attitudes and behaviours with PR and internal communications expertise.

Cicada and Deakin Carmichael have already worked together with a number of high-profile regional, national and international clients including Bingley-based Damart, the Royal Borough of Kensington and Chelsea, and the Irish Electricity Supply Board.

Di Burton said: “A successful brand must start on the inside.

“For any business restructuring in these difficult times the role of employee as advocate assumes critical importance.”