Branding from the inside out

Here's a thought. Are you trying to build your brand from the outside in? Relying on your ID and your marketing to somehow magically create a positive perception of your brand? If you are, I bet that it's really hard work and it never quite gives you the great results you hoped for.

The outside in brand is like a smile at a party. You know the one, Hi there, I'm fine, life's great everything's tickety-boo. the smile through gritted teeth that says "don't press me, because actually everything is far from alright". That's the way we're wired. We know in a social setting that very often, the "how are you" is not a request for any real information, but a surface level conversation starter.

Here's the thing though, when your clients ask the question "how are you" of your business, they actually want to know. In fact they are probably only asking because they suspect that everything is not OK. The party smile then becomes something that is incredibly dangerous. It's the start of the cover-up. And that is a slippery slope.

When you flip the outside in brand so that it becomes an inside-out exercise, you can begin to safeguard yourself and your customers. Why? Because the inside out brand is one that is based on who you really are, not just on what you'd like people to think you are. The inside out brand has its foundations in involved and engaged people. When the team all operate with a shared vision and purpose, the natural outcome is exceptional customer service.

Why not turn your brand inside out and see what an incredible difference it can make to your business.