As We See It in 325 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? Is your leadership perceived as exemplary, within your company, by your community, among your consumers? Do consumers consistently experience a positive interaction with your brand across myriad channels and always-on touchpoints? Is your consumer satisfied or better, plus-satisfied? Is your consumer so positively satisfied, she or he share these emotions with others, thereby becoming extended brand ambassadors? Do your messages reflect your brand story with clarity, impact, emotion, motivation and bottom line revenue returns?
Here’s an intimidating reality check: Ultimately, your brand is exactly what you define it to be by the decisions you make and direction you steer as leaders, because that’s how your employees will deliver your brand, and that’s how your consumers will take delivery of your brand. 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.