“Whatever you believe about yourself on the inside is what you will manifest on the outside.”
Whoever originated that maxim probably wasn’t thinking about branding, but he or she could have been. While many spiritual practices have a version of this statement at their very heart, the lesson is relevant to any company wanting to establish an authentic, sustainable brand in an overcrowded market.
In her book, “What Great Brands Do,” author Denise Lee Yohn details seven key principles that are implemented by the world’s most successful brands. She tackles the first and most important of the seven in the books’s first chapter, “Great Brands Start Inside,”.
Research tells us that staffers at most businesses think of branding as the purview of the marketing department, but successful companies know that a powerful, authentic brand is rooted in the DNA, the very culture of the company.Read More