In the course of our work, we encounter many professionals who don’t understand their Brand. They maintain such dysfunctional ideas of what a Brand is that their Brands become meaningless.

Your company’s Brand is more than a logo and tag line. It’s more than the sum of your advertising and marketing.  And, here’s where so many people miss the point.  Your Brand also includes all the people on the front-line, the people who represent your business. This includes customer service people, sales people, clerical staff, receptionists, repair team, you name it. Anyone who could possibly deliver an opinion about your company – they’re all part of the equation, and everything that comes out of their mouths contributes to (or takes away from) your brand. But, the most important mouths are your sales people.