According to wikipedia.com, a brand is:
….an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer.
A brand communicates:
What the company promises to the customer
What the company is known for
What makes the company different
How the customer identifies the company
We must start by deciding our brand values. Our brand values are the unique principles we hold dear. Our brand values should be projected into our brand promises. According to the principles we hold dear, we make a pledge to deliver to the customer.
Once we have our promises, we should work backwards into the enterprise to shape our people, processes and technology accordingly.
Everything within the company must work in unison to deliver the experience that the brand has promised.
From our base of established values, we must build accordingly. A customer experience transformation approach that does not begin with a set of clearly identified and crafted values and translated promises will be adhoc and unsustainable.