How often do you think about the values listed by a company when you engage in the decision to buy their service? What makes you decide a company is better than another? Is it always the product or would a company's ability to communicate and guarantee satisfaction be a selling point? How do you let people know what differentiates your company?
The Washington Business Journal's Beth Johnson tackled these questions by explaining the importance of following through with everything you say your company does through every aspect of your company. She wrote the article "Brand identity is more than a pretty logo" which delves into how a company's brand should be showcased throughout every facet of a company.
Strong brands come from within an organization. A brand is defined by what you do, not just what you say. So when you think of your brand, think about your business at every level. Think about your vision for the future and how you are planning to get there. Think about your employees, your office space and your customer experience.
Think about every interaction anyone is ever going to have with you — whether it’s the way your retail clerk greets customers, the ease of navigation on your website, the effectiveness of your sales presentations or the follow-up to a trade event.
The best brands set a clear expectation or promise with their customers and deliver on it consistently through every interaction.
http://www.bizjournals.com/washington/print-edition/2012/03/23/brand-identity-is-more-than-pretty-logo.html