Branding From The Inside Out


Leaders invest great fortunes of energy and money in designing and executing marketing strategy. There is no argument that you must do everything in your power to attract clients and build your company.

I observe that the investment made in attracting and keeping the attention of buyers far outweighs the commitment to creating the workforce who can consistently deliver the brand promise made by the marketing strategy.

Believe me, I have seen the mission statements on the walls and they are all heartfelt, inspiring and each in their own way, they promise quality, innovation and service. These larger than life, beautifully framed and prominently displayed posters are intended to inspire and remind clients and employees alike of why they are there.

Then it stops there. The investment made in ensuring that the workforce is capable of delivering the promise to the clients whom it took untold fortunes to attract begins and ends with a poster hanging in the lobby.

This is where the conversation about branding from the inside out really opens up. Branding is so much more than window dressing. It is so much more than outbound communication.  Branding starts at the very foundation of your company and it not just about what you do but how you do it.

Here are the magic questions that you must answer:

  • What is the experience you promise your clients will have?
  • What kind of a workforce can consistently and flawlessly make good on that promise?
  • Who do you need to be as a leader to build and maintain that workforce?

Discovering the answers to those questions brings you to your culture strategy and as the wise man Peter Drucker once said, culture eats strategy for lunch.

As an executive mentor coach I help executives like you answer those questions, design your culture strategy then create and sustain the workforce you need to deliver the brand promise.

If you are ready to dig in, call me now and we will get started right away. If you need more time, make sure you have signed up for my newsletter to receive a free assessment of your coaching needs as well as access to my information rich blogs and videos.

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Author:  Corry Robertson

Sought-after coaching culture expert, Corry Robertson has been helping leaders uplevel employee retention and performance for over 20 years.


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