Building a culture of brand in your organisation

I'm a brand-lead marketer and thought leader with over 15 years of experience building and shaping brands, and crafting engaging experiences for B2B audiences.

Working across industries in companies of all sizes including some of the world's largest global corporates, I realised there was one key thing to building successful brands no matter the industry: belief. Belief from within the organisation itself.

The most amazing business or brand vision can never be effectively brought to life with the consistency and enthusiasm required, without the full buy-in and belief of the people behind the brand—your employees.

Whether you or they realise it, every employee is a brand-builder. Which means every employee also has the capacity to be a brand-dismantler: inadvertently harming your brand by operating in a way that is unaligned with your brand vision.

In other words, it's often not the brand strategy that is failing or not fulfilling its potential, it's the execution. It's the flawless external brand launch that fails to sustain customer engagement or brand awareness over time because there is no internal momentum to back it up. When the internal activation is neglected, the external activation will ultimately falter; customer brand experiences will be inconsistent because the brand isn't truly understood or believed in by the people creating and delivering those experiences.

Brand is more than just an intangible asset or a set of guidelines—it's much more than just a logo and a colour palette! It's a mindset, a philosophy and a culture.

If you want to build a brand with longterm staying-power and relevancy, if you want to build a household name and a legacy, you need to build a culture of brand within your organisation. You need to build belief.

To do this you need to engage the first consumers of your brand: your employees. These are the people that are building and delivering your brand experience to your customers everyday. They have the potential to be your first line of brand advocacy. Empower them and they will be the ultimate brand ambassadors.

If this sounds like something your organisation needs, I would love to come and speak to you and your people about the power of brand belief and culture.

Expertise: Business & Leadership Corporate Strategy Entrepreneurship Future Trends Sales & Marketing Team Building

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Languages: English

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Country: Australia