Brand tools become meaningful business assets that result in boosting the bottom line when rooted in the core values of your firm and your employees. The values are your guiding principles and drive the culture of the firm. Brand equity is then built by incorporating the brand into all internal and external decisions and communications for employees as well as customers. It's a tool to align mission, operations, culture and actions. The end result: an ROI you can see and feel. That's tangible brand.
By Mary Weisnewski