The Step-15 is to establish your brand’s Promise.
A brand promise is the expectation that you set with your target audience, which they expect to receive with every single transaction they do with your organisation. The more you keep up with your brand promise, the stronger your brand value becomes in the mind of your customers as well as employees.
To make your organisation special, you need to create an effective brand promise which connects you, your organisation and your brand positively with your customers and employees alike.