Brand Teams at Work

Does your organization have a team in place to lead your brand development efforts. Once your organization adopts a brand platform, it is important that you identify your brand team to champion your identity inside and outside your organization. The brand team can help others understand how to bring your mission and core values to life, and ensure that your brand promise is delivered.

From my experience organizations go through three waves of brand implementation. At first most people embrace a brand strategy when they believe that it is a primary important communications tool. As the brand platform guides internal and external communications, and constituents understand its relevance to them, a culture change takes shape. Eventually the brand platform becomes your organization's overarching business strategy and helps operationalize your strategic plan.

How does your brand team work in championing your brand?