The problem with brand positioning is many perceive market communication as the only way of building it. But that is nowhere near what the truth is! In fact, mass media advertising plays probably 25% role in forming or solidifying brand positioning. The rest comes through brand experience. And brand experience is almost entirely dependent on how your employees behave or react. That’s why a radical way of creating, reinforcing or changing brand position is looking at all aspects of your HR issues. Hire, develop and fire your employees according to your brand values and desired positioning. More emphasis on recruiting. The general criteria of recruiting is quality of the candidate. But very seldom ( in fact, almost never) we really cross-check if the candidate is fit enough to uphold your brand values. And that’s mistake no. 1. So next time, hire properly. Understand what your brand means and understand how your brand experience is shaped by employee behavior. Then find out what is the desired employee behavior that is necessary for your brand’s desired positioning. Then, and only then, find out candidates that can project that desired behavior.