Brand Strategy. Brand Energy.
Your brand is more than the message you communicate. It is more than your slogan, your logo and your trademark.
Your brand is the promise you make to your customers. It is your commitment to the type of experience your customers will have and the benefit they will derive from doing business with your company. Your brand strategy defines that promise in a way that differentiates you from your competition and is based on what your customers and prospects value.
A brand that lives up to its potential is both a competitive weapon and an internal unifying force. It is imperative that every member of your organization knows and understands the company brand promise and what's more, that each individual understands his or her role in delivering on that promise.
Your marketing communicates your promise and creates an expectation in your customers and prospects. Their perception of your brand is based on the aggregate of their experiences with your company and whether their experiences are consistent with the promise you have made.
Don't over-promise and under deliver. Bring your brand into your company. Make sure your organizational structure, company culture, job training, job descriptions, incentives, performance metrics, etc. are all consistent in support of your brand strategy.
Every employee must understand their role in delivering on the promise.
Your brand is not the face of your company, it's the spine.