SPONSORED CONTENT — It’s common for businesses of all sizes and types to struggle with their brand. Some go the easy route (“download your free logo here”) and have regrets, or invest in a well-considered professional branding package, but never fully understand what needs to happen long term.

At Agency Ingram Micro, we not only work with our company’s own global brand, which recently underwent a major renovation, but we also advise solution providers interested in discovering and enhancing their brands. We sit down to talk with those business owners to uncover what their story is—what truly makes their business different and defines their success.

Then we work with them to translate that into a language and visuals. The goals are simple. We want to develop a brand that:

• Is clearly defined in terms of value, positioning and proposition
• Reflects that the company knows their audience, lives up to expectations and positively influences customer choice (existing and prospective)
• Is expressed consistently across all touch points
• Is fiercely protected both legally and in expression
• Is fully integrated throughout the organization and inspires loyalty
• Attracts, motivates and retains top talent

What does that mean? We have a saying around Agency Ingram Micro: If your brand promise is truthful and transparent, and you live up to that promise, you never have to worry about what people say when you aren’t in the room.

Here is my advice: To uncover what your true brand is made of, take the time to talk to your employees and to your customers about what makes your company successful—the skills, the culture, your process, your sales approach, etc. You want to understand what makes people choose to do business with you, and what turns them into repeat customers.

Once you understand those elements of your business, you have your brand pillars. The next step is discussing with your team how you get that done—and be able to articulate it clearly (That is your elevator speech). One key to a successful brand, or rebrand, is involving your stakeholders, your customers, your employees and making the end result authentic.

Lastly, help your team understand the “why” behind the brand, and teach them to share it with customers. Give them the tools they need to be fully engaged and enthusiastic about your brand. Then shout that message from the rooftops.

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