Not Committing

One common mistake that solution providers, and all businesses, make when it comes to a company brand is not fully committing to it. Without that critical piece, Mayer said employees won't fully buy into the process because they will see management as not committed. He gave the example of Starbucks, which had developed a strong brand after decades in business, but seemed to lose its way from 2006 to 2009 as its popularity grew. The management team decided it was time for a change and shut down its stores for a day to "re-find their magic," Mayer said. He said that's the kind of commitment company leaders need to show.