Creating a positive brand that not only attracts potential talent, but gives employees something they can identify with, can be a way of differentiating your company from the competition. Developing good people policies and having the ability to communicate these values externally as well as internally is key for a company's success in recruiting and retaining during the ongoing war for talent.

No matter the marketing dollars invested in workplace branding, the truth is that ultimately, the company does not define its brand -- its people (former, current and potential employees) do. Your brand includes how you are perceived as a fair employer, a quality organization and a good corporate citizen.

Develop programs and benefits to create the ideal working environment -- Keep moving your company forward toward what you think the attributes of the "ideal" brand should be. If that means setting aside a larger budget for professional development, then consider doing it. If that means instituting mentoring and employee reward programs, set things in motion. If that means converting to a four-day, 40-hour work week, try to find a way to make it happen.