If leadership has a trickle-down effect, then branding is the spigot. Many of us want to turn on that spigot and leap headlong into growth mode, but growth for the sake of growth is the definition of cancer. When done well, branding ensures that we grow for the right reasons, in the right ways, making the right decisions, with the right teammates and the right clients, all while having the right attitudes.
Branding touches everything that your organization touches. Every hire, every change, every new idea or decision you make should be influenced and driven by a strong brand. “What problems can’t branding address?” is easier to answer than “What problems can branding address?”