Legend has it that in the early days of Apple Computer a pirate flag was proudly unfurled at corporate headquarters, and embraced from the top down as an appropriate emblem of the Apple "brand essence." Such an extravagant gesture could only emanate from a culture completely in tune with its unique brand promise.
How a brand will be perceived externally has everything to do with how it is realized internally. All behaviors emanating from your organization will need to demonstrate a commitment to the promise inherent in the brand name you've selected.
If the name speaks to being on the cutting edge, then the company must enable constant innovation. If it speaks to intelligence and expertise, then the organization must make clear that it values knowledge and encourages learning. If the name says this is a warm and friendly company, then the internal culture, as well as its public face, ought to be approachable and supportive. If it promises a personalized experience, then the company must have mechanisms in place that permit employees to tailor responses and solutions to individual needs.
You've worked hard to arrive at a verbal branding solution that captures and communicates your unique brand promise. There's no better time than now to get all your ducks in a row to deliver on it. Whatever the specific attributes most central to your brand identity may be, let nothing in your organization contradict them and do everything you can to support the name solution.
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