This is a question that I am frequently confronted with by people who have documented their brand. They understand the importance of becoming clear on ‘who’ their company is, but they don’t know what to do with it when they are done.
One day in my monthly mastermind meeting, a participant (let’s call him Bob) spent his share of the time lamenting a bad business decision. Bob was angry at how badly he was treated, and angrier at himself for not heeding the red flags he saw as he entered into the business relationship. Instead he allowed his emotional investment to override the rational part of his brain.
Before I specialized in internal branding and strategy, I worked as Assistant Controller. One of the most important things I did in that role was to dissect the mission statement. The organization that I worked for provided services to developmentally disabled adults and children in foster care. Working in the accounting department, my staff and I rarely came into contact with either group.