[We have written frequently about how to identify your unique brand essence. We’ve also written about how you develop a brand of distinction. And we’ve written about how you effectively develop these into a powerful branding program.
But recently we were brought in to help a company figure out why their brand was losing its effectiveness in the market. What we discovered was very interesting. Their brand was actually imploding.
At Gumas, we are always preaching that a brand is much more than a logo or a tagline. Your true brand is your company’s promise. It is the one thing that makes you different. Most companies we speak with understand the power of creating the right brand. But here’s where they seem to fall short””ensuring that all of their employees understand the company’s brand essence and breathe life into it each and every day.
Here’s what we recommend:
Involve All Employees””Ask their opinions on how to bring your brand to life, and make sure you keep them informed on all branding activity and goals.
Make It Real””Get all employees involved. Let them know how they can deliver the brand to your customers and then reward their efforts.
Show Them Why It Matters””Help them understand the importance of branding. Create measurable benchmarks that can be worked towards and celebrated.
Lead by Example””If you bend your own branding rules, then so will the rest of your team.
The more conscious you are of helping all of your employees understand and value your brand, the more powerful your brand will become. Don’t let your branding efforts implode. Branding elevates to a completely different level when your entire team marches in unison.
Until next month…
