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Brand Stewardship. Is It Alive In Your Company Culture?

October 15, 2019 By Suzanne

Brand stewardship

As a customer, which we all are on almost a daily basis, have you experienced the beautiful coherence that some organizations seem to have through every step of the customer transactional process?  It’s a quite noticeable sense of trust, being taken care of, and confidence that can put you into a state of euphoria because of its rare nature.

What instills that amazing feeling, and why is it so rare?

STEWARDSHIP:
the careful and responsible management of something
entrusted to one’s care.

I love the elegance of this word. And the above definition pops into my head every time I work with clients to begin the process of inculcating and infusing their newly identified and defined Brand DNA into the organization from the inside out.  This is when those who are representing the brand, i.e. ALL EMPLOYEES, take on a mindset toward the STEWARDSHIP of it. They must fully understand, buy in, and carefully deliver on the attributes that make it distinctive and tangible. And it starts with leadership and education to all those ‘entrusted to care for the brand they work for.’

Why is it so rare? Because to get stewardship of the brand to come alive at the internal culture levels, the brand itself has to be identified and defined first. And most companies haven’t done the due diligence to find the clarity and create consistent training to infuse and create the awareness that lead to on-brand actions and behaviors to steward the relevant perceptions that affirm the value position of the brand.

Why the lack of clarity and consistent training? Because it is easier to justify spending time and money on external marketing efforts to get clients in the door, than to spend time and money on getting clearer on the brand value position and training our employees to walk the talk. I mean, really, doesn’t it just happen through osmosis?

The irony of all this focus on external marketing (client acquisition) is the fact that if and when your employees do become true stewards of the brand, you will be able to actually REDUCE your marketing spend, build your customer advocacy and trust, and leverage word of mouth to grow exponentially.

When your employees are enabled to ‘steward the brand’ the energy of the culture shifts to a deeper level of coherence that transfers into the customer experience – creating that magical ‘feel-good’, sincere, authentic sense of value that can become addictive to your customers.

How to foster internal brand stewardship:  Simply put; get clear.

…Clear on who you are as a brand, entity, collective, and what you promise to deliver every day. Getting clarity on your brand’s style (how you go about doing what you do), what makes you different (value position and competitive advantage), mission, vision as well as your standards of performance all play a key role in fostering the actions and behaviors that support the effigy of the brand for long-term alignment. Taking the time to identify, define, then align at the internal ‘DNA’ levels of the organization becomes the ‘secret sauce’ to evolution of the brand.

About the Author

Suzanne Tulien, Brand Clarity Expert & co-founder of Brand Ascension, is author of “Brand DNA” and The 6 Myths of Small Business Branding” and a regular contributor of articles to blogs, newsletters, and magazine publications on the topic of internal branding. Headquartered in Colorado Springs, CO, USA The Brand Ascension Group is a multi-faceted, consulting, training, and design firm who works with visionary organizations to define, create, and build powerful brand experiences from the inside out! They are available for speaking, training, consulting, and brand relevant graphic design initiatives.

For more information contact:
www.BrandAscension.com | suzanne@BrandAscension.com | 1.719.660.2533

© BRAND ASCENSION, LLC. ALL RIGHTS RESERVED. Reprints with permission only. Brand Ascension, LLC is a multi-faceted consulting, training, and design firm that partners with visionary organizations to define, create, and build powerful brand perceptions through experiences, from the inside out. Located in Colorado Springs, CO. 719.660.2533. www.brandascension.com

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Testimonials

“When I first came into the Personal Brand Mastermind program, I felt like my business was in a good place (just landed my biggest client to date) and wasn’t sure if it was for me. After JUST Module 1, I realized how much MORE my business can be and everything I have missed or currently am missing. What a powerful program by Suzanne and the Brand Ascension Group! Can’t wait for Module 2! Check her out if you are looking to take your business to another level and find YOUR BRAND DNA!” … Read more
Nathan Darrington, CEO, ND Total Web Design
“I highly recommend Suzanne for website, branding, and any and all creative work. She is excellent to work with: fast, on-time, full of fresh ideas, offers solutions, great attitude, multi-talented…and also fun! Suzanne has been a tremendous asset to Grizzard and our marketing program. She is an integral part of our team and success.”
Stacy Guidice, Marketing Dir., Grizzard Communications
VW-Round-BW“I’m more clear and consistent in my actions and communication across the board. I’m more mindful about what I do – and even more importantly, how I think – and have more clear direction of what actions to take next and why. Identifying, defining, and stepping into my authentic self was exactly what I was looking for and needing to kick-start my next level of success! Because I am “Uniquely Wise, Deliciously Inspired!” Thank you Suzanne!”
Veronica WirthOwner + Creative DirectorDesign BistroVermont
“Suzanne is a fantastic brand expert who makes an immediate impact to the bottom line. Her efforts helped me successfully launch a small business venture (fitness gym: dynamic-gyms.com) into a very competitive market achieving break even revenue goals within three weeks of opening! Simply unheard of in this market segment. This would not have been possible without her direct efforts to help us succeed.”
Larry Solecki, CEO, Dynamic Training & Fitness Gyms
“Suzanne is personable, precise in her communications, and extremely professional. Her concept and methodology of brand development is simple and powerful, and it’s already reaping great results! Her vast experience and impeccable integrity make her a powerful member of my business team. I highly recommend Suzanne to any business owner seeking greater impact and a bigger bottom line! Great Results, Expert, High Integrity!”
Chevy Chevallard, CEO, Conduct Your Life!
Tonya-round-BW-web“Building on a lot of prior soul-searching and “inside work,” the Personal Brand Presence DNA process has helped me to step into an image that is consistent with who I know myself to be. It helped me to articulate what it really means to walk my talk in a way that’s visible and tangible, not just to me but also to others, and I will forever be grateful for that.”
Tonya Henderson, Ph.D, Gly Solutions
“Suzanne is a subject matter expert and superb facilitator for building a dynamic culture and brand. I have been in two organizations that immersed themselves in her engaging and powerful Brand DNA process. Her process fully enrolls everyone from customer facing staff to senior executives so that all conclusions are readily embraced and instantly internalized by all stakeholders. If your enterprise wants to experience immediate and lasting transformation, engage Suzanne.”
Robert Todd, Operations & Finance Expert
DeniseWhitaker-BW-Round“Taking the Personal Brand Presence course was like going through a re-birthing process for myself. It was truly enlightening to have that alone time with ME, and rediscover who I was. The course and consulting sessions were empowering, and added so much confidence to my state of being!”
Denise Whitaker, Realtor
“By participating in Suzanne’s Personal Brand Mastermind Group I revealed my true, distinctive brand attributes which has allowed me to actively live my true brand self. It has been a tremendous value for my networking and branding of my consulting practice. Her program was professionally crafted and delivered with personal support and guidance. I would recommend Brand Ascension’s programs for any person or organization looking to elevate their brand presence.”
Mark ShadlePresidentSpeed2ResultsColorado Springs
SuzanneKladder-BW-Round“Suzanne and her Personal Brand program are amazing. She really gets you to take an honest, in-depth look at who you really are at your core and get past what you or others think you are. She helped me abandoned the idea that I needed to be perfect and to realize that perfection is me being me. The work I did with Suzanne continues to help me behave in a consistent, authentic way and it has had a positive impact on my business.”
Suzanne Kladder, Sales Whisperer

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