Despite what many believe, brand isn’t about the logo, tagline and glossy brochure. A company’s  brand extends to its employees, customers, the media and even the general public .

Branding goes well beyond the marketing function. It will not be successful without ensuring that all aspects of  the business reflect and support the  intended brand. One of the  most valuable assets—people—must be well-trained in articulating and delivering on the brand. This step is particularly important for service organizations that don’t have concrete products. Their offerings are soft assets like knowledge, experience and people.

When employees don’t deliver the brand, it can be the kiss of death for a business. This can be easily understood by visiting some of the popular hotel review web site like TripAdvisor.com. you could examine travelers’ comments and you’ll likely come across more than a few who cite poor customer service for their negative hotel reviews. Conversely, employees who represent the brand flawlessly and consistently can propel a business to stardom. All this goes to prove that we can not ignore the people aspect in brand marketing. It is the people who form the backbone of the company and represent it day in day out.  Each transaction with the customer, involves interaction with the employees , directly or indirectly and if we make a statement that people are the brand ambassadors of the company, then it would not be an understatement . Having said this, it is important not to  forget the service aspect also , which includes both pre and after sales service.  Marketing of brand can be done by various ways, such as logos, advertisements, endorsements etc, all of which play an equal important role. However, it can not be said that only one method is the best. It all depends on the type of product, market and other situational factors.