Your strategic imperatives and brand-building priorities emerge from three key sources:

First, from having identified aspects of the customer experience that have most impact on the perceptions of those you wish to serve, both in terms of what you deliver and how (the fundamentals of a great service experience).

Second, from identifying aspects of the customer experience that are most likely to convey the unique qualities of your brand.

Third, from knowing where the organisation is strong or weak in terms of its ability to bring the desired brand experiences to life: reinforcement or remedial strategies and plans must be developed respectively if the brand is to become more than a hollow promise.

The Brand & The Organisation	The Brand & The Customer