Implementation

The quickest way to devalue your brand is to act in ways that are counter to your values. Brand equity is built over a long time but can be destroyed in an instant.
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• Get your team involved
• Take it to the public
• Measure your brand success

Get your team on board

Every person who works for your business are ambassadors for your brand.

You want them all to be engaged, hence the importance of getting your new branding understood internally. Arrange a workshop to involve your team in the process. Take each agreed value and then discuss how that value effects their day-to-day lives.

​A brand that does this well is Starbucks. Regardless of which Starbucks you visit, your experience will feel similar. This is because their employees go through a rigorous training program to insure that what they value is translated into how they behave. ​

Take it to the public

The greatest strategic idea or the worlds finest symbol will fail if it isn’t seen, heard or understood.

Putting your branding into action is vital and choosing your promotional channels is as important as the message itself. Your brand message isn’t compelling unless the right people hear it. A combination of promotional channels create the media mix that is used to promote your brand, such as:
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• Your website
• Newsletters or emails
• Blogs and social media platforms
• Promoting with media

You want to develop a bond with your customers that is hard to break. Decide on the right channels. Decide on where and when to promote. And get your message out on a consistent basis.

​Repetition reinforces recognition.

Measure your brands success

It is essential to continually monitor your brand equity so that you can focus on perceived weaknesses and potential business opportunities. ​

Measuring your brand performance includes evaluating internal brand behaviour (such as employee satisfaction and positive brand engagement), external perception, such as social mentions, positive press coverage and increases in sales) and your overall business performance toward your goals.

Growing and maintaining a brand is the foundation of a business. You are not only investing in design. You are also investing in maintaining a culture.

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