Central to effective branding is behaviour. Behaviour, or more specifically the behaviour of management and staff, and not communication is the critical issue in creating an enduring and powerful brand. As I have said before human resources is as essential to effective branding as marketing. This is why you should never trust your branding to […]

Central to effective branding is behaviour. Behaviour, or more specifically the behaviour of management and staff, and not communication is the critical issue in creating an enduring and powerful brand. As I have said before human resources is as essential to effective branding as marketing. This is why you should never trust your branding to an advertising agency. Communication is only a small part of the total equation. The ‘doorway’ to ensuring that the behaviour of management and staff support the branding is the creation of a culture that is consistent with the brand. The relationship between the brand and the culture is absolute. Indeed, this is why I have said so many times that the human resources team has such a big role to play in the branding process. The ‘key’ to creating that culture is ‘buy in’. That is, the management and staff have to buy into the…