Intrabranding Basics
Leadership vs. Management
Winston Churchill, former prime minister of Great Britain, said it best: “The difference between mere management and leadership is communication.”
Poor communication destroys marriages, romances, friendships, and companies. In general, people are lousy communicators. They cannot and do not, therefore, go to their workplaces and instantly become good communicators.
Proof: Impotent brands abound.
Enterprises hamstrung with poor internal communications will fail at external communications (branding). They are suboptimal, cannot innovate, and eventually will die.
Yet, despite this pervasive level of branding inadequacy and failure, the majority of companies these days are headed by woke CEOs, controlled by woke mobs, who can virtue-signal with lightning speed.
How many firms take forever to decide on how to innovate but, in a heartbeat — without shareholder approval — sent millions of dollars to BLM, an anti-American, anti-family, anti-Semitic, Marxist organization that has destroyed buildings, cars, and lives all over America? Think about that one.
The solution to poor communication is intrabranding: continuously selling and enforcing the corporate brand inside your enterprise — not social-justice policies.
You, the CEO, must grasp intrabranding basics — and excel at intrabranding.
If the CEO, C-suite, and employees don’t universally accept and adopt your corporate brand — possible only with effective corporatewide intrabranding — your brand will fail externally.
Moreover, without effective intrabranding, your enterprise will lack agility: the ability to think, decide, and act quickly.
Arch & Keystone
The enterprise is akin to an arch, one of the strongest structural elements; intrabranding is the keystone of that arch. This wedge-shaped keystone holds the other stones in compression and in place, enabling them, as a unit, to bear massive weight. A weak or missing keystone will cause the arch to collapse.
No enterprise can succeed at branding without first excelling at intrabranding. Only the agile can win. Read Intrabranding: The Keystone of Corporate Agility.
Implement Intrabranding NOW
