Put Your Money Where Your Mouth Is

Acting on your brand promise is a challenge because it requires change. This can mean answering the phone in a new way, introducing a new logo or restructuring your organization to live up to your brand promise.

This is the third article in a four-part series on branding.

Acting on your brand promise is a challenge because it requires change. This can mean answering the phone in a new way, introducing a new logo or restructuring your organization to live up to your brand promise.

Make change as painless as possible by setting clear goals and systematically monitoring your progress. Some goals during this phase of your brand-management process might include:

1. Appointing a brand steward.
2. Creating a consistent system for logo and message usage.
3. Writing a strategic action plan.
4. Implementing key initiatives to communicate and strengthen the brand.

To read the full article click this link: http://edwardlowe.org/put-your-money-where-your-mouth-is/