Brand Identity is a promise. Whether that promise involves product quality, service, price or a million other things variables.

A strong brand identity can place a business above its competition all by itself. But having a brand that’s strong takes time, money, and effort to grow. It’s not as easy as just creating a logo or writing a tagline. Brand identity is the reason you give your customers to pick you instead of your competition.

Successful re-branding involves “evolution,” not “revolution”. You must make an impact on your existing customers; that your new brand is just a new and improved version of the same you. It’s vital to not get too extreme with a re-branding effort; because you could end up destroying delicate emotional ties and customer loyalty.

Having a brand identity that resonates with your market is imperative; but not at the expense of the people within your company. They need to not only get it but also be your brand’s most ardent ambassadors. Do your employees believe in your company? Do they feel like they have a vested stake in its success? Companies with solid brand identities can say yes to these questions. Can yours? If not, here are some things you can do:

Get every aspect of your company on the same page.

Get all your departments talking to each other and understanding each other.

Give everyone a common understanding of the company, its mission, and their part in it.

They should feel like they have ownership-even if they don’t.

Reinforce brand values and behaviors.

Constantly promote these fundamentals until their second nature.

If your brand implements any sort of initiative that enables your employees; to earn more money – no matter if it is through incentives or skillsets – they will be more engaged and productive. This type of synergy helps to elevate all parties and maintains positive sentiment towards a brand.

Help your employees by teaching them to help themselves. This is the ultimate workforce win-win; and it will ensure you, too, can attract top talent and keep them engaged, incentivized, and loyal.

Regardless of good social media campaigns and strong PR building; it’s no secret that the ultimate way to promote your company brand is to have your engaged employees; onboard and actively campaigning for you as brand ambassadors.

They have a deeper understanding of how your business operates and the culture and values your company stands for; enabling them to create a deeper emotional with your customer.

Your employees will ultimately determine your success or failure. You, as leadership, must earn it. But once you do, you’ll have a company that is full of happy, motivated successful brand ambassadors.