If we begin by defining, for the purposes of this discussion, that a brand is the impression a company makes on a customer, then it can be argued that a company leader often plays a key role in forming a brand. With that said, if you occupy an executive position in your group, how can you represent the brand with understanding and skill?

As a “face/leader/figurehead of the organization,” what you say and how you act embodies the experience that your customers, investors, workers, and other audiences will digest and remember about your group. Meanwhile. if you’re lucky, your marketing department or creative agency will already have sorted out a set of key messages for you to deliver to these groups on a pretty regular basis.

Otherwise, you’ll have a bit of work to do to decide what you want both your team and outside entities such as customers, potential hires, and media sources to feel about your group — the essence of any brand. Do you want them to perceive your group as evocative and smart, or edgy and oh-so-hip? These are key marketing decisions to make, depending on whom you wish to attract. Once these are determined — and hopefully they’re different from those of your competitors — you’re ready to begin.

Here are a few things to try, so you can communicate key messages in a new, smart way:

1. Say the same thing differently. Eventually it will sink in. For example, start with an email signature tag, then an announcement, and yet again a quarterly update.
2. Use the usual, but add key messages. When doing your usual staff announcements, client updates or PowerPoints, challenge yourself to include as many of your company messages within them in a fresh, interesting way.
3. Train your departments the importance of consistency and clarity. Fine-tune how they describe the successes and attributes you want others to know about in clear, consistent, memorable ways. For example, does one group define “a great customer experience” as not having to wait in line, while another defines it as super-low prices? It’s time to clear up the internal confusion.
4. Use your own words and encourage others to do the same. Your message will never be genuine or real if you don’t. While one person may describe something as “…what is really wonderful about our…” — the next person may say “…we are proud to announce our success with…,” which still conveys a positive, but more personal, position.
5. Appreciate the power of your receptionist. As the front line for most new prospects, this position requires special care and training to foster clear, convincing conversations with others, or at a minimum to address questions with skill.