One of the biggest mistakes in corporate branding is not allowing your people to deliver on your brand promise in a way that's authentic to them. You lose out on their unique gifts and make them less engaged in your business when you provide rules where guidelines would do. The goal in branding is to create a consistent experience for stakeholders, and for each of your people to deliver that experience in a way that takes advantage of their unique personality, skills and gifts. The most successful brands help their people unearth their personal brand and give them the mandate to integrate that brand into what they do and how they do it. #UBU