Branding

There's a misconception many have of what a "brand" is. Far too many believe branding is strictly a logo or tag line, forgetting that the brand is personified through your management, employees and at every communication touchpoint.

Consider these questions:

• What is your core brand promise (holistic message that unifies your organization)? 
• What is your brand personality?
• How do you want others to perceive you?
• How do others perceive you? (Is it the way you wanted?)
• Do your employees "live" the brand?
• Do your employee rewards and recognition programs align with your desired brand behaviors?
• Do your facilities enhance or detract from your brand?
• Does your online presence enhance or harm your customer service experience?
• How do you engage your members to make them evangelists of your brand?
• Do you solicit criticism and feedback, or just testimonials?

Have you built a brand with substance behind it? It's difficult, but so important to build that drumbeat, the pulse  that resonates throughout an organization. To do it right, you must overcome a lack of time, lack of resources, constant change and decentralization at the same time.

If branding were easy, we wouldn't be having this conversation.

Branding help is just an conversationaway. Here are a few tools to help you along the way:

• The Brand Promise
• Member Modeling
• Open Branding