Your brand is what other people say about you when you’re not in the room

The quote above, by Jeff Bezos, Founder and CEO of Amazon, succinctly expresses the truth about branding.

At its core, it’s about personal connections and human emotions.

Think hard about how you want to make your customers feel. Every part of your marketing should be laser-focused on achieving that feeling.

Let’s define that feeling as your brand promise.

Your brand promise is what your customer expects to experience from you, and why they should care. It’s the fundamental reason that people will buy from you, rather than your competitors.

All aspects of your business contribute to your brand promise and it’s crucial that everyone plays their part in consistently communicating your offer to your customers.

Your marketing can be divided into three areas:

1) External marketing – how you communicate your brand promise to your customers
2) Internal marketing – how you communicate your brand promise to your employees
3) Interactive marketing – how your employees deliver your brand promise to your customers

These three areas must work together in a balanced way to consistently influence your customer’s perception of your brand.

Without all three aspects aligned, your customer’s experience will be confused and they’ll find it hard to decide to buy from you.

That’s why having an engaged and committed team, who understand your brand promise, is vital to your success.

It’s not just essential to create a productive and happy workplace but also to build effective marketing and a powerful brand.

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