Operationalizing Your Brand

By Ray Baird

Expressing what your brand does, promoting your brand and marketing your products or service is one thing, but operationalizing your brand is really about delivering on what you say, living out your brand promise. In this episode of Branding Business, Ray Baird, Founder at RiechesBaird, talks with Denise Lee Yohn — branding consultant to such brands as Sony, Frito-Lay and New Balance — about how companies can operationalize their brands to grow their business. In her book coming out this January, What Great Brands Do, Denise explores the 7 brand-building principles behind operationalizing your brand.

Topics and principles explored in this show include:

  • How to drive your brand into your culture, core operations and customer experience (3:24)
  • Great brands start inside, they don’t chase customers — they attract customers (3:54)
  • Everyone in the organization has to understand the role they play to live out the brand and help to evolve the brand (5:50)
  • How 37signals (creators of Basecamp) operationalizes their brand to constantly innovate and enhance the brand (10:53)