Every company, every person, and every organization has a brand. Brands are born when there are customers to serve, skills to be practiced, and values to be created. What does a department in your company have in common with FedEx? A lot more than you might think. Consider this scenario: It is 9:30 am. You have a major presentation to give to the Board of Directors at 11:00 am. You need documents from your colleagues in London. You leave your desk and walk out to the lobby. There on the counter, right where you expected to find it, is your package. Not just any packageit is your purple and orange FedEx package. The documents you need arrived as promised.

FedEx provided you with more than just cross-continent package delivery. It also provided you with the sense of security that only "absolutely, positively overnight" can supply. FedEx is a great brand. Great brands provide a source of identification and an assurance of quality. They simplify decision-making and crisply communicate the value they create for their customers. And great brands make and keep their promises. These characteristics differentiate great brands and cement their leadership credentials. Your leadership, reputation and those of your department can have the same impact. If neglected they can also undermine even your best efforts.