AMA Conference 2020

How to manage your brand

How to manage your brand

By Marksteen Adamson

SUMMARY

It is often challenging to internally manage your organisation's brand. In this article the author outlines ways you can encourage your staff to become brand ambassadors, by letting them 'create, be and live'. There's a definition of mission, vision and values along with examples of both value-driven and purpose-driven brands such as Walmart, Walt Disney and BT.

Your vision defines your long-term dream. It should not be achievable. The objective is for your vision always to be just slightly out of your reach. It’s what you constantly strive to attain, and it becomes your reason for being. This should be relatively easy for organisations to identify.

Resource type: | Published: 2013