Many companies think
of branding as a marketing function.
Marketing owns it.
It doesn’t really affect
the rest of the company.
The companies
with the strongest branding,
however,
LIVE the brand.
They hire employees
who believe in the brand
and uphold the brand’s values.
Every role supports the brand.
Branding starts with the job posting.
Julie Rains suggests companies…
“Develop job descriptions
that detail position requirements
and performance standards
consistent with your tagline.
As a result,
employees can focus on doing
their work tasks correctly,
rather than trying to remember
and follow brand-promise guidelines
that may not seem relevant
to their job functions.”
Strong brands
have total company involvement.