Years ago, when Colin Powel hired a PR professional to develop a U.S.A. campaign to promote the U.S. oversees, he asked her to identify the three most important parts of an ad campaign. She answered, “Branding. Branding. And branding.”
Your brand is your reputation, your purpose, your corporate identity. Whatever your business, make sure you are putting time and energy toward protecting and promoting your most important asset — your corporate brand.