Developing the brand building organisation

Increasingly, the brand is becoming the key source of differentiation that guides a customer's purchase choice. The brand is also the focal point around which an organisation defines how it will uniquely deliver value to that customer in a profitable manner. The brand embodies the ‘heart and soul’ of an organisation. In effect, its promise is delivered through its products, services, and consumer communication, creating the total customer relationship and experience. If the brand is well conceived and consistently delivered through all business processes and customer contacts, the organisation will grow and prosper. This paper compiles a 21st century checklist on how to do this.