Your identity is made up of characteristics that determine who you are. The same is true for your business. Your business, along with everybody in it, has to be aligned to these core characteristics and these must be presented to the world.
It’s not what you said, it’s how you said it. How true that is in today’s crowded world. With most brands spewing the same messaging, you are fighting for the attention of customers. Your words need to jump off of the screen and your message to be communicated in a clear and carefully calculated manner in order to be heard.
At the heart of all of your marketing is your brand. Without a strong brand as your foundation, you are nothing more than a commodity, and guess who wins in a commodity war? The cheapest on price. Always.
You know your brand like the back of your hand, it comes across in everything you do. What about everybody else in your organisation? As a business you need everybody conveying the same message, at all times. Think of your brand guidelines as the hymn sheet of your business, empowering all employees to sing in harmony.