Many institutions include brand building in their strategic plans, but making those aspirations and reality is often challenging. Brand development expert, Jennifer Holland, argues the best way to build an enduring brand is to create strong alignment between organizational, marketing, and people strategies. We discuss:

• the vital importance of having deep internal buy-in on what your brand stands for.

• the right way to balance inside out versus outside in thinking when developing a brand.

• Jennifer's approach to hardwiring a brand into an organization so that frontline employees stay engaged and focused on the brand.