Does Your Company Have an Identity Crisis?


A company’s brand is perhaps the strongest customer-facing symbol of its value and mission. A strong brand also achieves two more goals: 1) It portrays the personality and culture of your company; and 2) It sets customer expectations for what it’s like to do business with your company.

There is a critical link between brand and culture that many companies do not recognize. The problem is that they view these aspects as separate and distinct. The brand is an external expression while the culture is an internal one. However, the best companies have recognized that the relationship between brand and culture has a deeper connection and that this relationship requires constant attention.

To learn how you can apply this lesson to grow your business, read Kate's original post on the Delaware Business Times.

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