Scott Davis, in his book Brand Asset Management, views employee involvement as the most important element of managing your brand. Everyone must take part for branding to succeed.
Don’t forget that “everyone” includes you. Have you read your customer letters or e-mails recently? Have you taken customer-care calls yourself lately? Have you shopped from any of your competitors recently and compared the experience against the experience your company offers?
If you haven’t already, you should. No one person at a company should be the “keeper of the brand.” It is not enough for marketers and merchants to delegate branding and then retreat from the front lines. If you want to continue to build and bolster your brand, you must have current, first-hand knowledge of how customers — and those who are not yet or are no longer customers — view every aspect of the shopping experience.