Business leaders are often seen as brilliant strategists and decision makers who lead from the front but when it comes to branding their organizations some of them are clueless about the efficacy of the process. Surprisingly, their thinking is restricted only to the logo of the company. Logo is important no doubt, but is just a small component that supports the brand’s visibility which is complemented by the company’s other branding tools such as their website and support materials like brochures, pamphlets, press handouts, advertisement copy with tagline, public relations (PR) interventions, etc.

   It is granted that written and visual material support forms the backbone of a brand, however, for the brand manager, these only help the branding story to be just half accomplished. The other half are the less tangible assets though, yet are the most impactful and sustainable branding support for any business or organization viz., its....