Philip Nai: What happens at your front desk can make or break your brand

Customer service officers, drivers, receptionists and other frontline employees need to understand the brand too.

This is why brand training must go beyond the marketing department One of the things I emphasised during my recent workshop was that branding is not the exclusive responsibility of the marketing or communications department.

Your brand promise must be lived, not just communicated If your organisation says, “We care about our customers,” people should feel that care.