| Communicating the Brand |
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Since the brand is based on perception, it is essential that every person you employ and every product you produce is consistent in conveying the proper attitudes and benefits. It is therefore necessary to thoroughly communicate brand values, behaviors and attributes to all employees, sales agents, and third-party sellers. Your brand must continually and consistently “walk the walk” if it is to develop trust and maximize value. In addition to direct person-to-person and product-to-person interactions, the brand is impacted by:
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