Branding For Dummies®

Chapter 13. Suiting Up a Team of Brand Champions

In This Chapter

• Generating organization‐wide brand buy‐in

• Delivering your brand at every customer contact point

• Creating brand ambassadors

Put simply, people power brands.

Brands are made or broken by human encounters that either advance or erode brand promises because each contact builds brand passion, brand apathy, or brand disdain. The difference between well‐launched brands that fizzle and well‐managed brands that soar to great value lies in the brand experience, which is the result of customers' everyday encounters with your name, your product, your organization, and your people.

A great brand name, logo, promise, and communication program are essential ingredients for brand success, but to hit a branding home run, you need to staff your branding game plan with a committed team of brand champions. Building an organization full of individuals committed to the brand is the only way to ensure that your brand vision and values are accurately reflected and your brand promise is consistently delivered.

In this chapter, we give you a plan to follow to make sure you have a team of brand champions on your side. We also explain how to get the most out of your sales force and how to target investors and your best customers.

Branding from the Top Down

Great leaders embody great brands. Leading a great brand takes courage and decisiveness. It requires commitment to the brand promise, discipline to build an organization around fulfillment of the promise, ...