Branding from the Mailroom Up

Chances are you’ve heard your marketing team talk about branding alot. Generally in terms of identity - logos, signage, taglines - all good things for helping people remember who you are. But have you ever taken the time to think about what your brand really means to you?

A brand is a promise you make not only to your customers, but to yourself. It is something the entire company believes in. It is identity in its most raw form.
Years ago, I had the pleasure of working for The Home Depot’s corporate office. They understood one thing that most premium brands do - the importance of living and breathing their brand. At Home Depot, they called it “Bleeding Orange”. It was the ultimate compliment. Everyone from the mailroom clerk to the CEO strived for it. They took pride in being a part of something they consider to be special.
Now, I’m not saying you have to dress your entire staff in orange aprons and do the “Give me an H” Cheer at every staff meeting, but you should think about what your company means to you and to your employees. That is an integral part of your brand. If your employees are proud to be part of something special, your buyers will too.