Your brand should function like the Möbius strip. Your brand should and can be so much more than the promise you make to your customers and prospects in your advertising, social media and all of your collective external marketing messages. Your brand can also be an internally unifying concept that helps your employees understand their individual roles in contributing and reinforcing your brand promise. More than marketing communication, you can use your brand to define your company culture and guide the organization, the people and the processes.
When you think of your brand, don’t go halfway.Think of the Möbius Strip.