For most companies, branding strategy is carefully architected through the graphic look and verbal style of the corporate messaging. Organizations invest so many resources on this “planned” branding strategy, that they fail to recognize the brand’s most important component—its people.

Whether they are an asset or a detriment, employees are just as important to an organization’s branding strategy as the letterhead, positioning statement, Web site, and brochures. They embody the brand through their actions, their messages, and their tone.

The graphic, written, and human aspects of a brand should all communicate the same message. A brand is all about emotion. Customers and potential customers will identify with the human aspect of the brand more readily than the graphic or written. If the customer has a negative experience with a rep on the phone, all the coupons and carefully crafted letters in the world will never outweigh the negative personal experience. On the other hand, if a customers receives exceptional service on the phone or in person, the strong, positive emotional attachment with the brand can outweigh other less positive aspects.

Positive personal experience is crucial to successful branding strategy. Branding strategy should not live in a vacuum. Prepare employees for their communications with the outside world:

• Provide employees an “elevator speech” highlighting the most important aspects of the brand in under 50 words
• Educate employees about corporate and product positioning
• Introduce new products and services to all employees, not just those directly involved
• Present and distribute printed and online marketing collateral to employees

Give employees the tools they need to communicate the branding strategy. If everyone within the organization understands the branding strategy it is much easier to manage customer expectations and communications.