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Brand Consistency :: For Employees and Consumers

Inside the Entrepreneurial Mind 01:11

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March 9, 2010

Diane von Furstenberg, Founder and Chairman of DVF Studio, LP, fields a question from a young entrepreneur regarding the proper communication of brand values and aesthetics to employees. Diane recommends using a “brand book” to explicitly convey everything about the brand and how it is to be represented-a sound practice not only for employees but also for owners to stay connected with their brands.

View other clips from this conversation here.

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What do you think?

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Nora Dunn 1 year 10 months and 20 days ago

The "brand book" seems to be very similar to Chris Guillebeau's manifestos and guide to world domination.
There's something very powerful about putting an idea to paper, and communicating it to your audience/customer. It makes it all more real, and creates standards to live up to. This is all really a part of the business plan - just a less tangible part.