Also, extremely important: When branding / creating messages in support of the brand, be sure you communicate the results internally so everyone in the organization knows and understands what the brand and the supporting messaging represents. Especially the frontline employees who interface with customers. I recommend an all-hands meeting / Town Hall, live or by Zoom, so everyone has a chance to ask questions, clear up any confusion, etc.

In a well-run organization, everyone not only understands what the brand is, but the part they play in “living the brand.”