Brands are more than just visual identities - a brand is the perception in a customer's mind based on the whole experience they have with an organisation. You could have the most recognised and respectedbrand in the world, but unless your staff understand and operate according to your brand's values, your customers could soon become frustrated or dissatisfied with your service or organisation. In this case your brand could become a well recognised symbol for bad experiences! Real value can be gained by training and coaching your staff and having regular workshops to help share and embed your brand's ethos.