In Your Brand Sandwich, Start with the Meat.

Ever wonder how a brand that should be strong can rot from the inside?

In other words, they hire expensive branding agencies, but can't quite execute on their brand promise.

We see this with corporations pretty often. A company with a great culture goes public and changes from being values-driven to being profit-driven.

They still spend money on branding, sometimes even more than they did before. But they no longer pass the sniff test.

Employees don't want to work there. Customer service isn't fulfilling the promise the brand is making. And the overall level of quality goes down.

The problem to many of us is obvious: they were trying to maintain the same brand externally while taking on an entirely different goal internally.

If your team isn't aligned with your brand's values and mission, how can you expect to project a cohesive image to the world?

This month, Sam, David, and I talked about how to avoid this issue by putting a proper emphasis on internal branding. And we even give some practical ideas.

Check out the podcast or?the article to?see how this principle can help you strengthen your brand through internal belief and understanding.

While you’re at it, check out the 2023 Remarkabrand Index for Accounting Firms, a comprehensive analysis of over 1,500 U.S. accounting firm brands.?

Or augment your own branding effort with my step-by-step book “You are Remarkable” on Amazon.

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