Have you ever asked the question, ‘What is our brand dependent upon inside and outside of our organisation?’

Internal dependencies are things in your direct control which shape your brand (customer service, product attributes, communication style etc). External dependencies are things that you have indirect control of which will shape your brand (distributor’s sales environments, government regulation, business partners, customers/brand evangelists etc).

It pays to understand brand dependencies. There is a key set of dependencies that you have little control of that have significant influence on your brand.

Many businesses know their brand’s internal dependencies but not necessarily their brand’s external dependencies.

In same way that a business sets about delivering strategies to achieve the internal dependencies there needs to some thought and strategy as to how you might influence the external dependencies.

Doing this might just double the effect of your branding efforts.