Communication of brand's core values at every touchpoint. Corporate and service brands do not have the advantage of commercials or merchandising to keep reinforcing the brand's values and remaining in the minds of its relevant target audience. The challenge as the president of Proctor & Gamble states is to 'win the battle for share of mind, not share of shelf.'

Consumer brands rely on 'Brand Ambassadors' the same way corporate brands need to rely on 'Brand Champions'. These champions are within the company - its employees.

Delivering the brand promise is the underlying factor that will determine success - this means that every person in your organisation needs to live the brand, from senior management to the mailroom. It is the workforce who translates strategy into reality, interact with your customers and determine the corporate brand. Every point of brand interaction needs to deliver a consistent and coherent message about your corporate identity. Every action needs to reinforce, support or enhance the brand. A great brand is one that lives its values.