Soon after Amazon started becoming popular as a new and exciting Company (remember that?), Jeff Bezos famously went on record saying:

‘Your brand is what your customer says when you’re not in the room’.

Yet now, decades later, and with all the data to prove he was right, many businesses still believe that their brand is what they create with their marketing supplier and what they promote (and spend vast sums of money on every year). This short article is aimed at supporting those who are getting it right, and enlightening the vast numbers who are still operating in the old ‘marketing drives sales’ model.

So, here are the 5 key steps to make your Brand Irresistible:

Step 1: change your beliefs- your brand is NOT what you want it to be, your logo’s meaning is NOT under your control, and your reputation is definitely NOT controllable by you in any way. Your brand is what your customers say about you when you’re not in the room … period. Your aim now needs to be ‘to be remarkable’, and NOT to be ‘to be good enough’.  (Even the greatest brand builders of all time, Coca-Cola now know and behave according to this rule).

Step 2: Turn your new beliefs into your ‘mantra’ that is the root of all strategy, systems, processes, behaviour, and (most importantly) results in your business. Then put in powerful ‘lead measures’ that measure customer opinion, customer loyalty, lapsed customers and referrals: These are the key tools you need to influence in order to be successful in the brave new customer empowered world. Do it right and the money will follow …

Step 3: Stop listening to your ‘marketing’ company, and start listening much more closely to your customers: internal customers first, then external customers, using simple, powerful, effective, professional systems (and NOT just lamely following the crowd with a shallow NPS ‘survey’!!). These people know the truth, and if you treat them right, they will share it with you and help you succeed … and it’s all free advice! Ignore them, and they’ll crucify you, no matter how large your marketing budget is.

Step 4: with the above in mind, look at one of your processes every week, and filter them through the emotional needs of your customers. This, over time, will ensure that your systems and processes become more robust, and ‘what your customers say about you when you’re not in the room’ becomes the default guide for all of them. Then, and ONLY then, will your brand start becoming what you want it to be.

Step 5: review everything on a continual cycle. We are living in a world of continual relentless change. What was a new cutting-edge idea yesterday, is normal practice today. Question everything and look for hidden threats and hidden opportunities at all times. What do you need to do in order to follow this step: see Step 3 and start building relationships of trust and value with your customers- then they will trust and love you enough to tell you what you need to know. And all you have to do is listen and take action.

It ain’t rocket science!

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