How do you create your company’s brand identity? Marketing campaigns? Nifty logo designs and catchy slogans? How about using your employees? And this doesn’t just mean the person designing your next advertisement. All of your employees — from the customer service representatives who take phone calls to the salespeople who woo clients — are shaping your brand identity every day. Living the Brand Your brand, after all, is more than just the product you sell. It’s also the values that guide your company and the culture that characterizes your organization. All these things together shape the image that you present to customers and the rest of the public.
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