Start from within. It’s a message we have heard in numerous iterations: On planes
you are told first put on your own oxygen mask in case of emergency. And in the
words of one of my mentors, you must “fill your own well” before attempting to
satisfy the needs of others. No matter how the message is shared, one thing is clear,
long-term success at any level starts from within. Now, what if we were to turn this
adage of improvement from the inside out into a best practice when branding a
business, destination, or organization? The truth is, while you may be able to quickly
attract clients, customers, or visitors with a gimmick; you’re not really building loyal
followers. Today’s consumers are savvy and resourceful enough to gauge when they
don’t get what they pay for. Therefore, in order to attract and retain the right
clientele, it’s important that you deliver on the brand promise.
Here are 8 Easy Steps for Going Beyond the Image to Uncover Your Personal Brand:
- Be authentic. Peel back the layers and get honest feedback about the way
your brand is perceived and received. Would you purchase your own product
or service? - Have a peripheral view. See yourself through the eyes of your customer.
- Be memorable. Find your Unique Selling Proposition (USP). Why are you
different? - Get internal buy-in. Employees, partners, vendors, and other stakeholders
should be your first line of marketing. - Be compelling. Develop a story about your product, service, or destination
that makes others want what you’re offering. - Be consistent. Develop a strategy that will stand the test of time and tweak
often. - Be able to connect. Create brand ambassadors to passionately tell your story
for you. - REPEAT!
These principles apply no matter what you are marketing and are essential to
longevity in your business. When you first engage and persuade your internal
audience, you will create a base of ambassadors to keep your brand at the forefront
of the marketplace. Above all, when done right, branding is an inside job that
requires you to dig a little deeper and go beyond the external image that you
present to the world. When fully developed, it positively impacts customer service,
leads to repeat business, and increases your bottom line.
Question: Does public perception of your company/destination/organization match
the image you/your residents/employees have? Post your comments and join the
conversation.