How Staff Can Increase Brand Integrity
While the creation of a brand concept tends to be the purview of senior management, the act of branding and establishing brand integrity is a corporate-wide activity encompassing all employees.
The mistake commonly made by many companies is to rely on strategic planning and sophisticated software to "establish" their brand, or to equate marketing activities with branding their company. Both approaches miss the essence of branding and brand integrity.
Successfully (or unsuccessfully) establishing brand integrity has proven to be dependent on "customer experiences," not on lofty promises designed for and communicated to potential customers. The reality: The loftier the promises, the better the customer experiences must be to establish positive brand integrity.
Courtesy of Kelly Services. Click here to read the complete article.
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