Your organization does not own its brand.
A brand is the value customers think they receive when they buy a certain product or service. A brand is also the value prospects think they will receive if they do buy that product or service. Everything from the quality of the product to the friendliness of the people at the call center affect an organization’s brand. Every detail counts when it comes to building a great brand.
Influence other people in your organization to see the importance of everything they do toward building a great brand.
What is the value you want customers to think of when they buy from your organization?
After you answer that question work toward influencing people throughout your organization to consistently deliver that value. And it all starts with your own behaviors.