Brand is not branding. The difference between brand and branding is that one is a marketing tool and the other is an action. Perhaps the biggest mixerupper I hear in business is the use of brand and branding as interchangeable words. ... Branding is about defining, while advertising is about promoting.
- It can answer common questions
- It can demonstrate how a product or service works
- It can discuss current trends
Your brand embassador might even get involved in training your customer-service reps if you make exceptional service a part of your standard.
No matter how branded elements play into your company’s business processes, give this person the overarching authority to make changes -- even if they aren’t convenient (or cheap).
Just like Coca-Cola wouldn’t let that purple can go down its assembly line, don’t let anything your company produces interfere with the standards you’ve set for yourself. Doing so will only create confusion and diminish the effectiveness of your efforts.