Worksheet: Identify strengths and gaps in your brand promises

Organizations that excel at Experience Management (XM) use their brand as a blueprint for how they treat everyone who interacts with them, including customers, employees, partners, and even prospective customers. A successful brand emphasizes the mission of the organization and aligns everyone in it around a common purpose. To embed its brand into its culture and processes, an organization needs to translate it into a clear set of promises and then use these promises to shape every experience it delivers.