Have you ever considered how your brand behaves? Think of it this way: if your brand was a living person, what would it be like to meet them?

The relationship between you and your customer is what I call your interactive marketing. Every interaction with your customers is an opportunity to reinforce your brand promise.

What personality and characteristics are consistent with your brand promise and values? This should be reflected in the way you market your business.

To build an effective brand you must define your ideal customer. And it’s just as important to understand who would best represent your brand to that customer. Because as your business grows, you’ll need to expand your team. This understanding is crucial to make sure you bring the right people into your business.

Skills and knowledge can be trained; personality can’t! So don’t stop at a candidate’s qualifications and experience, look past the facts on the CV. Does this person have the right character to be an ambassador for your brand?

Whatever you’re selling, your marketing is about making sure your customers feel valued, understood, and cared for. Draw your customers to you. Don’t just meet their material needs but deliver a warm and memorable experience. Get this right, and you’ll build a tribe of loyal fans. They’ll keep coming back for more, and tell their friends.

You’ll have your own experiences to draw on, both good and bad, that illustrate the importance of interactive marketing. The famous London department store Liberty gave me my best example.

Late one night, just before they closed, I dashed in to the haberdashery department to buy my wife some buttons. They were very special buttons! Even so, they were probably the lowest value item that the gentleman who served me had sold all day.

Despite the store shutting down around us, he took time to understand my needs. I felt like the most important customer in the world. He behaved with a courtesy, warmth and respect that has stayed with me. One experience left me a devoted fan of the Liberty brand.

Whatever you sell, use every opportunity to reinforce your brand promise. However humble the transaction, you’re not just making a sale. You’re building relationships that will lead to greater success, now and in the future.

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