We’ve all been there, spending months with a marketing consultant to create a bold brand mission and accompanying values for our company. We’ve sat around boardroom tables nitpicking semantics, narrowing down the ethos of our stores and our culture into a bite-size statement that would show our customers exactly who we are.
Those conversations are tedious, but they’re necessary for defining your brand. When all of that hard work comes to fruition, and you can finally articulate what you do and what you’re all about, you gain a sense of confidence and clarity that you didn’t have before.
And…then what? While it’s important for companies to go through these exercises, the results often don’t extend past top-level executives. Perhaps you’ve created a bit of collateral, maybe an in-store poster or two, but what have you done to ensure that your customers don’t just know about your brand values, but that they feel and experience them when they’re in your store?