For us marketing folk, getting a chance to work on your company’s branding is a big deal. It’s a major strategic exercise and–done well–can have a major impact on your organization. In other words, you’ve convinced the higher-ups that marketing really truly does matter, and they’re giving you your shot.

The temptation then is to Go Big. Hire the most expensive agency. Exhaust your energy making the brand great. Use up political capital to make the brand as good as it can be. Here’s the rub: If you pour all your resources into building the brand, you might not have enough left over to distribute the brand. To get it in front of people and put it to work.

We’ve seen it happen a time or two. It’s a shame—and not good for anyone’s career—when that big beautiful new brand is just sitting on the shelf.

We think it’s so important that we spent some of our hard-earned downtime to put together this eBook, “Actionable Branding: How to Turn Your Story Into Marketing That Works.

Download it here.