By Craig Galati

Published Monday, Aug. 27, 2007 | 1 p.m.

Updated Tuesday, April 28, 2009 | 10:49 a.m.

We’re all familiar with famous product brands such as Coke and Kleenex. Millions of dollars are spent each year keeping these brands relevant in the minds of consumers. These brands were built upon solid products, but have gone way beyond those products.

Coke has become synonymous with soda. Many people order a Coke and have to be told that the restaurant carries Pepsi or some other brand. Kleenex has become synonymous with tissue. Imagine the strength and responsibility of a brand this powerful.

Organizations have brands as well—Nordstrom’s, Starbucks, Merrill Lynch, and Disney to name a few. Nordstrom’s is known for quality and service, Starbucks for experience, Merrill Lynch for knowledge, and Disney for family entertainment.

These organizations do everything in their power to keep their brand consistent. Everything they do MUST reinforce their brand. Imagine not being waited on at Nordstrom’s, or if the products they carried were not of high quality. It would change your perception of them and that is precisely why you will always receive “over-the-top” service and excellent quality at Nordstrom’s.

Every organization has a brand. It is the impression of your organization in the minds of your customers, peers, and the public-at-large. It is built upon what you say, but cemented by what you do and how you act.

Yes, every organization has a brand. The question is: Is yours the brand you want?

I remember one time walking into a Big 5 accounting firm’s office. This firm had built its brand on accuracy, professional service, and strategic advice. My appointment was at 9:00 a.m. By 9:15, the receptionist still couldn’t find the person I was supposed to meet with. As I stood in the lobby, I noticed the receptionist’s disheveled desk. Papers were not organized; folders needing to be filed were stacked on the floor.

I tell you this story not to pass judgment on this firm but to demonstrate the power of the little things. This was my first experience with the firm. This experience offered an opportunity for the firm to reinforce my perception of its brand, or in this case, to change my belief.

Now I know we all have disconnects with who we are versus who we want to be. That’s OK, but be careful. It’s very easy to put messages into the marketplace which, many times, we don’t live up to. Before you write your marketing material, be sure you can deliver the promise that your brand makes.

I subscribe to a concept which I call, “authentic branding.” Stated simply, build your brand based on who you are and how you conduct yourself. Put the positives out there and hold yourself and your organization accountable to that brand promise.

I’d like to hear from you.

* Do you know how your customers perceive your brand?

* What have you done to create that brand?

* How do you maintain consistency with your brand promise? How do you engage others in delivering the promise?

Until next week,

Craig