Underpinning everything at the Barbican is the clarity of what they want their brand to stand for, the recognition that everyone has a role to play in delivering a good brand experience and the collective willingness to make a positive difference. But it wasn’t always that way as Chris Denton explains.
So having won the hearts and minds of your senior staff, you need to focus on arguably some of your most important brand assets – the people who bring the brand to life. Everyone in your organisation has a role to play in creating and maintaining a brand. From the person who looks after the loading bay, to the artistic director, to the person responsible for cleaning foyers, to the front-of-house staff. All will help shape the public perception about your organisation and can, through their actions, either reinforce or damage your brand.