The greatest enemy of any brand is a lack of brand culture within the organization. Brands live and die by consistency – maintaining a unified language, look and experience – or failing to do so. The only way to maintain brand consistency is to create a brand culture – which is where many brands fail to execute.

Unfortunately, many brands spend thousands, and millions of dollars on branding and re-branding – including logos, websites, tradeshow booths, brochures, presentations, direct marketing, PR and advertising – and then stop short of effectively launching the brand internally. If everyone from administrative leads to sales teams are not implementing the brand message focus, the brand experience and adhering to brand standards consistently then they are still creating a brand culture. Unfortunately the culture is a chaotic one, which appears confusing at best, and downright unprofessional in its worst forms to customers. This is true regardless of the size or type of organization.

Successful, coherent brand cultures have the following common attributes:

  1. New branding messages, imagery and customer experience initiatives are launched internally before launching to the general public. Employees are introduced to the importance of the branding and the thought process behind it.
  2. There is executive buy-in to adherence to new branding to ensure the investment in new branding has a chance to generate a payoff
  3. There is a clear set of branding guidelines available to all employees and vendors
  4. There is a person or department who reviews new marketing pieces for consistency to standards.
  5. Sales and marketing tools are readily accessible and available to everyone in the organization and are updated regularly
  6. Topline messages are reinforced by key company executives regularly in company meetings and internal touch points
  7. Employees become fluent in the culture of creating consistency instead re-creating the wheel for every communication
  8. There is a constant stream of feedback from customers and employees about what is and isn’t working with current branding – a cycle of growth that requires an understanding of the importance of branding in order to be effective.