More about branding

When you are establishing your brand image, remember to think about this: the first ever person that most clients and major stakeholders see when they engage with your brand is the person at the very beginning of the value chain - people who, ironically, bosses are most likely to worry less on. However, for your clients, their brand impressions will be built on how this individual embodies your brand in dealings with them.

In the 60s, President John F. Kennedy once visited NASA and met a janitor sweeping leaves in the car park. When asked what his role was, the young man said: I'm going to help a man on the moon.

Next time when you visit a company, try asking a couple of random people during the tour what their firm stood for, and if you get the same answer, you know you don't need to look for any other companies again.

So, if you are a business owner, do a internal marketing campaign now reach out to your employees and reminded them what a great company they work for, and given them the words to sum up what makes your company great.

Marketing, customer engagement and brand loyalty

In developing marketing communications, business strategists and advertisers have traditionally devoted a lot of time to understanding consumer behavior. The whole business model of building meaningful brands has been rooted in this. That's what creates brand loyalty.

But to think in creative, social media orientated marketing terms, all of us in the advertising business, whether CEO or head of marketing director. We all need to go beyond that and deeply explore and understand the nature of our clients' businesses, their companies and brand DNA, just as deeply as we understand the consumer. Then we can begin to see how these two areas of deep understanding can work together.