It’s tempting to dive straight in by building and implementing specific marketing campaigns to build your brand. Before doing this there is one important step to ensure that that your campaigns and other brands building activities will be effective and consistent.
Before doing anything write down exactly what your brand is and it’s characteristics. Then write down what it isn’t. Test it and modify as appropriate.
Make sure everyone in the business understands the brand and what it stands for. They also need to be told that everyone will be measured/rewarded on how well they live the brand. Now start the external brand building activities.
This approach will support and reinforce everything that the business does to build the brand externally and prove that your company and employees actually live the brand. Consistent branding is key to success.