In today’s competitive economy, organizations are realizing that differentiation is critical to survival and a strong brand can help cut through the clutter. To compete in today’s fast paced landscape, brands must be better from the inside out. Your brand sets you apart, influences perception, builds customer loyalty and attracts talent. Approached strategically and managed well, they are an invaluable asset.
Unfortunately, too many firms believe that branding their business is achieved through logo creation, website development, or other marketing tactics. But thoughtful branding is more than a sum of marketing strategies and tactics. In shaping their brand, companies need to look deeper, and ask some fundamental questions about what the brand stands for and what promise it will deliver. From that understanding, an organization must ensure the culture can support it. The workplace is frequently overlooked in supporting a brand. But many successful companies have proven that strong brands grow from within.