A brand is built, or ruined, by an organization’s ability to consistently and efficiently deliver the value it promised would be delivered. Think of Anheuser-Busch InBev, Toyota, and Wal-Mart. They sell an amazing amount of products every year and yet the consistency and efficiency of their operations are remarkable.
Look at the flow of your organization. From the time a customer requests a certain product or service to the time he or she receives that product or service to all the times he or she uses that product or service is there anything that can be done to improve the consistency and quality of the customer’s experience with that product or service? Is there anything that can be done to improve the efficiency with which the value is delivered to the customer? All the marketing in the world doesn’t make a brand strong if the delivery of the promised value is poor.