The second most important and difficult task in brand building is adherence. The most important task is actually developing a brand strategy. I’ve written about adherence before, a borrow from the medical community, because it is so, so important. The initial adherence task for the marketing and brand team is to get senior management on board. A marketing team who feels others in the company won’t understand brand strategy, who thinks it’s too inside baseball, is setting itself up for failure. It’s not that complicated. (FYI, a brand strategy comprises one claim, three proof planks.)
Once company owners and c-levels are behind the brand strategy (not the ad campaign, not the website redesign, they are different), then the heavy lifting can begin: getting all company stakeholders into the fold. You can opertionalize this through a training class, educational material, a video, an annual CEO address…there are many ways. But commitment to sharing with all employees is key.
What results is a wonderful harmony throughout the company. There are few things more beautiful than perfect harmony. You don’t need instruments, you needed even understand the words to the song. When you hear voices in perfect pitch, tone and harmony it is mesmerizing.
Mesmerize your employees and you can mesmerize your consuming publics.