We all know that creating a cohesive, powerful brand platform that drives performance is an immense undertaking. When done well, it brings together an organization’s purpose, its vision and ambition, the strategy and objectives that will deliver that strategy.
You’d be surprised how many books/blogs/articles about employee communications say a lot about theory, communication channels (media) and content… and very little about employees.
It’s a truism these days that best-in-class organizations see brand as core to their end-to-end business operations, as well as to their end-to-end customer and talent experiences.
We’ve all been there: After keying (or speaking) personal data into a customer support system, a human (or bot) comes on the line and promptly asks you for the exact same information that you just entered.
While great brands are often household names with substantial brand-building budgets — and score high in “sex appeal” —the real secret behind a great brand is that it does something very simple. Great brands are single-minded and clear about what they promise. Great brands then deliver on that promise.
