I like Richard Layton’s advice in his latest article for MarketingProfs because it resounds with my clients, the little guys. I won’t consult for an organization where I have to deal with a committee, or a VP who can’t give an unconditional “YES.” Business owners have the power to change the way they and their employees think about their companies. Marketing committees usually do not.
As much as anything, branding is a discipline applied to every aspect of your business. Here’s where I tell clients it starts: to change the way people think about your company, first change the way your company thinks about itself.