Culture management

A brand is at its most powerful when every employee in an organisation understands and supports it

Branding isn’t rocket science. Nor is it just visual identity. And it isn’t only a marketing function. In fact, effective marketing is guided by the brand, because the brand is “the culmination of a person’s total experience of your organisation – good or bad. It is the effect on your stakeholders of all that your company says and does.”¹

A brand is dynamic – it lives in the mind of your customer, your staff member and your shareholder; so it needs to be built, developed and managed. The role of the board or senior management of a business is to create and lead a culture which reflects its brand values. However, the important first step is to articulate your brand and what it means to you and your stakeholders. Which is where we come in…

¹Step away from the crayons by Alan Bright and Phil Parr, 2008