Even when you’ve built the brand into the fabric of your organisation, it will dissipate if it’s not actively managed. So it’s also essential to devise strategies that keep people engaged and involved with the brand as it develops.

Successful brand identities inspire fierce loyalty to the group. You see it in tribes, sports teams, armies. They’re united by shared traditions, history and ownership of the identity, symbolised by a flag, an emblem – or a logo. They know who they are, what they stand for and where they’re going. They know that, together, they can achieve more than they ever could as individuals – and, in a corporate context, that spells competitive edge.

Cromwell declared that his army won the Civil War because “they knew what they were fighting for and loved what they knew”: belief in their ambition made them more motivated and so more effective. If you can develop this kind of dynamic in your organisation, your external audiences may not realise immediately where it’s coming from. But they’ll feel the benefits – in consistency of service, or quality, or attitude, or professionalism.

In short, they’ll recognise that the brand promise is being delivered.

As brand consultants, we measure brand effectiveness and help clients to enhance this vital commercial asset – particularly by supporting the brand inside the company. Every client’s needs are different, so we cover a range of disciplines and develop bespoke programmes involving one or more of these elements.

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