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Alan’s advice for strategic branding:
1) The foundation of branding requires a lot of hard work and research. Public Relations is crucial in getting out the brand message and through creative storytelling and thought leadership.
2) Have a clear voice when defining your brand and don’t let others define your brand’s identity. Keep a balance between allowing your employees to express themselves and controlling the message.
3) There are three standards successful organizations use to maintain clarity in their message: Be clear, be credible, be relevant