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We recently finished taking a client through our branding process. The client wisely commented that although in some ways it felt like the end of the project, really it was just the beginning. It was now the client’s job to breathe life into the brand internally.

Branding is not about changing a logo or crafting a new tagline or jingle. Your true brand is your company’s promise. At the heart and soul, this is what your business is all about. It is the thing that makes you different. You are about to shout it to the world.

But every brand is created and unleashed, or created and smothered, internally. If your employees don’t understand and embrace the brand, you have no hope of your consumers understanding it.

How do you ensure that everyone is on board?

• Involve them. Ask their opinions. Let them brainstorm ideas on how to bring the brand to life. Keep them informed via company newsletters or other tools.

• Make it real. Identify behaviors, policy changes and other tangible ways you are going to deliver the brand.

• Show them why it matters. Help them understand the importance of branding. Create measurable benchmarks that can be worked toward and celebrated.

• Walk the walk. If you bend the rules or let things slip by, you can’t expect them to do any less.

The more conscious you are of helping your co-workers understand and value the brand, the less time you will have to spend being the “brand police.” Branding elevates to a completely different level when your entire team marches in unison. It’s your job to teach them the steps.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2008 Drew McLellan