Hear It. Believe It. Be It.

That's the brand promise I'm talking about. Your employees not only have to 'hear it and see it' from you, but they have to 'believe it' and then 'be it' for you to be successful. It's inconceivable to me how many companies and organizations do one thing and say another. I'm not talking about the brand. I'm addressing the very real fact that companies make brand promises and then don't deliver them.

The "I'm a MAC, and I'm a PC" campaign is a perfect example. Think that's building the brand? No way. That's creating interest, awareness and a bit of trouble for Microsoft's 'iffy' new Vista. But building the brand doesn't happen with commercials or sales events or direct mail.

It happens the moment someone, driven by the above tactics, connects with Apple. When the Apple customer service ethic kicks in...when the efficient, polite, organized, well-trained, empowered Apple associates deliver the brand promise. Visit an Apple store. You'll see it, feel it and believe it (in person).

As a Brand Establishment member and a Certified Brand Strategist I remind companies of this every day. Your advertising doesn't build the brand, it's your people - your true brand ambassadors who do. Neglect them, train them improperly or fail to communicate to them the proper information and incentives they need and your brand will falter.

Don't stop advertising but don't start with that either. Start with your people. A brand is built from the inside out. People deliver your brand promise, everyday.

The definition of a brand is, simply, a unique claim of distinction. But with a twist - it has to be delivered and supported, consistently and constantly, by the evidence of your performance. (And, guess who delivers that?)