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Does your marketing department carry it? Your advertising folks? Public relations?
Sure, these people on these teams influence what leadership THINKS your brand should be.
What it should feel like when executed in the market.
They create a brand strategy that defines what the organization SHOULD be in order to meet a particular strategic goal.
But your brand is ultimately carried by the people that touch your customers everyday.
This is where the “brave brand idea” is turned into a “crude deed” .
Related: Do You Lose Yourself in the Boring Crowd?
This is “the coal face” where good intentions are met, exceeded or where customers are left unsatisfied.
Where intent turns into action .
Where logic is transformed into feeling.
Brands are created and carried through consistent ACTION and BEHAVIOUR , not audacious hope.