Brand stewardship begins with a commitment to live the values espoused by the company – promising a great customer experience, delivering on time and without incident, or ensuring the highest quality of service. These are the values that have the biggest impact on companies.
Brand guidelines, logo cops and brand ambassadors (who help to spread the word about the good the company does) are important, too, but only work when the company’s mission is aligned with its brand platform. Or, as the cliché goes: You can put lipstick on a pig but it’s still a pig. Stewardship begins with leadership and leadership begets great brands.
Read TBG team member, Kris Kitto’s thoughts on Chipotle’s 2016 brand stewardship crisis here.