Part II: Embedding On-Brand Service into Your Organizational DNA

Chapter List

Chapter 4: Defining Your Brand DNA

Chapter 5: Brand Power Tools: Likability, Reinforcement, and Consistency

Chapter 6: Culture Change: The Bedrock of Brand Development

Chapter 7: Communicating to Ensure Brand Resonance

Chapter 8: Internal Word of Mouth: The Role of Brand Champions

Chapter 9: Human Resources: The Window to the Corporate Soul

Part Overview

Part II begins by examining what is necessary to define the unique attributes of your brand, your brand DNA. We then consider a model called Inside-Out Branding, used by TMI when developing and analyzing customer service brand integration projects. This model sets the stage for the chapters on culture change, internal communications, brand champions, and human resources.

To succeed, your carefully developed brand promises must be integrated into multiple organizational support functions. Brand champions, those cheerleaders who can keep energy high for brand initiatives, are part of your capacity to make your brand resonate internally. Human resources, which we like to think of as the window to the corporate soul, may be the most important of these because of HR's far-ranging organizational impact. All of these aspects of internal communication affect your corporate culture.

We conclude part II with a case study of a multifaceted, sprawling U.S.-based corporation, The Isle of Capri Casinos, which provides a classic and important example of the effectiveness of senior management and an HR department working together to implement branded customer service.