As We See It in 227 Words.
Your brand is your company or organization, defined by its culture, structure, leadership, energy, persona, promise and delivery. How you lead your organization, the values it represents, the satisfaction it delivers, the excellence of your storytelling and ultimately, the manner in which your ambassadors deliver that story (the experience), all combine to create your brand – from the inside out.
Yet your brand is equally how your consumers perceive your company or organization via the various touchpoints they experience – the outside in of this brand ying yang. Is your messaging aspirational and yet accurate? Do your messages reflect your brand story with clarity, impact, emotion, motivation and bottom line revenue returns? Do consumers consistently experience a positive interaction with your brand across always-on channels and touchpoints? Is your consumer so positively satisfied, she or he share these emotions with others, thereby becoming extended brand ambassadors?
This is the essence of the very best marketing: Relational marketing. Relational marketing is about 100% alignment of internal with external. Greatness begets greatness. Anything less begets anything less. And lousy begets lousy.