One of the most foundational concepts that you must grasp about holistic branding is that EVERYTHING speaks. Each email, proposal, contract, invoice, brochure, banner, website, newsletter, phone call, bathroom signage... every interaction speaks to your audience about your brand. It is vital that each interaction is measured against your Brand DNA and that it is properly aligned to your Brand DNA. This measurement and interaction is foundational in they daily life of your organization. It should be the natural rhythm of each decision, initiative, meeting, and opportunity.
Everything speaks. What is your brand saying?