operationalizing your brand

brand-as-business bit:  I use the term “operationalize” to describe the kind of brand-building I focus on — and to differentiate from expressing, promoting, and marketing a brand.  Operationalizing your brand involves using your brand to shape your organizational culture, to drive your core operations, and to guide your customer experiences. It’s about putting your brand to use as a management tool — and getting the most value out of it.


Ray Baird of B2B branding agency RiechesBaird asked me to explain brand operationalization — take a listen to our conversation and let me know what you think!

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