Not to be confused with a parent brand* or grandparent**, a “brand parent” describes the emotional role that brand consultants have with their clients. As organizational branders, we are responsible for digging deep into an organization and finding the heart and soul of what makes the company special and unique.  We humanize the organization by attaching a personality, a tone of voice, a set of values and then help guide it on its way to achieve great things.  Through this intimate process, we develop a very special place in our hearts for the brand … read more

Whether it’s a small mom and pop shop or a multi-million dollar corporation, employees are critical to the brand of an organization, and are ultimately responsible for delivering on a brand promise. Their actions, appearance and even tone of voice convey the brand, influencing brand perception and ultimately the company’s success.

So how do you go about relaying something as abstract as a brand to every employee in the company, so that they might follow and embody it? In my view, this begins with leadership. Leaders are the key component … read more