Building A Brand

How do you propose to build a brand?

I feel that this is one of the hardest questions to ask.  It is hard because everyone has their own views on what makes a good brand.  What makes a brand memorable? What sparks that desire and perceived quality?  How do you instill the values, mission, and culture of your brand, not only in your internal employees, but the customer base as well?  The ones on the top of the mind are consistency, and persistency.  You must persistently be consistent with your message. Simple right?  Wrong!  As a leader, one of the hardest obstacles is getting everyone on your team to believe in the company and the brand as a whole.  Employees are THE biggest advocates for a brand.  Second is the customers.  Can you believe that I just said that the customer is SECOND?  Think about it...if your employees are not passionate or do not believe in your brand, those emotions and lack of passion will transfer to the customer experience.  Pay attention to your employees and the internal culture of your company to effectively convey your brand to your customers.

-Scott