How to keep your own people from destroying your brand

Posted June 12th, 2009

We recently finished taking a client through our trademarked branding process. The client wisely commented that while in some ways it felt like the end of the process – really it was just the beginning. It was now the client’s job to breathe life into the brand internally.

Branding is not just about changing out a logo or crafting a new tagline or jingle. Your true brand is your company’s promise. At the heart and soul, this is what your business is all about. It is the one thing that makes you different. You are about to shout it to the world. How do you
ensure that all the employees are on board?

Involve them. Ask their opinions. Let them brainstorm ideas on how to bring the brand to life. Keep them informed via company newsletters or other tools.
Make it real. Identify behaviors, policy changes and other tangible ways you are going to deliver the brand. Reward it when you see it.
Show them why it matters. Help them understand the importance of branding. Create measurable benchmarks that can be worked towards and celebrated.
Walk your talk. If you bend the rules or let things slip by, you can’t expect them to do any less.

The more conscious you are of helping your co-workers understand and value the brand, the less time you will have to spend being the “brand police.” Branding elevates to a completely different level when your entire team marches in unison. It’s your job to teach them the steps.