It’s what they think you are
Let’s get that Jeff Bezos quote out of the way first. Yes, your brand is what other people say about you when you’re not in the room.
It’s always pulled out during these kind of articles because it’s succinct and to the point, but it’s hardly a new idea. Let’s translate it in to Warhol.
“It’s not what you are that counts, it’s what they think you are.”
A customer’s perception of you, how they see you and what they say about you is your brand.
We can control a lot of the customer journey because it’s punctuated by small interactions. From the first website impression, exploring the online shopping experience, to the first time they hold a business card or meet a sales rep. All touch-points where we can insert quality and experience. Your customer’s impression of you is reinforced at every step and it’s the coherency between these touch-points that creates and cements your position in your customer’s mind.
A brand framework helps to pull your value proposition, your tone, your message and it wraps it up in a coherent, easily identifiable package. On it’s own though it’s just a pretty package because your brand is nothing without people. A solid brand starts from within the company and it permeates out. It should start with your staff and your employees. If you build a brand that they can connect with, that represents them and your offering then you have your first set of brand ambassadors.
We need to take in to account:
- Your offering and your ability to communicate it.
- The client experience.
- Your ability to fulfil your offering as communicated.
Branding is a tribal affair, because people are tribal. So give them something to connect with. To create a coherent experience for your clients you need to start with your own tribe. Be friendly, be transparent, informative and intuitive. Give your staff something to rally behind, that represents them; foster a culture. Your brand is what people say about you and that all starts with what you tell them about yourselves.