Bible MBASample

Like Charity; Branding Begins at Home 

Now when Jesus went into the region of Caeserea Philippi, He asked His disciples, Who do people say that the Son of Man is? Matthew 16:13 AMPC

For your branding effort to really succeed, you need to succeed first with your own people. Until your own team fully imbibes the brand message and reflects the brand identity, convincing outsiders will always be an uphill task with short-lived successes that are a matter of hit or miss. 

It did not matter much that people on the outside thought that the Lord was a number of different things. What mattered more was that Peter had somehow grasped the truth, and it was on that realized truth that the Lord then declared that He would build His church. 

Until your people grasp the full import of the vision of the business, there is not much in the way of a foundation on which your brand can be built. More than celebrity brand ambassadors, therefore, your staff is the greatest brand-building asset you have at your disposal. 

Imagine a Toyota executive who drives a Mercedes - odd, right? Your brand messaging will come across just as odd if your people do not epitomize the brand you are building. Therefore, as far as brand building is concerned, your primary focus should be getting your staff to be so completely immersed in the vision that they literally live out the company's brand. 

This requires deliberate and painstaking effort. It requires deep and ongoing immersion. This is why the culture in companies with very strong brands might sometimes come across as intense and cult-like. In reality, to build a strong brand, people have to be intensely committed to the cause. 

To get your people to help build a great brand, working at your company has to be more than just a job for them; it has to be a cause.